Kornit Digital Shows Printing Tech at Tel Aviv Fashion Week
US-Israeli manufacturing firm Kornit Digital held its own Fashion Week recently in Tel Aviv. However, what made it so special: Fashion by famous designers was displayed on the runway that was made with the cutting-edge print technology and system of Kornit.
Founded in 2002, US-Israeli manufacturing firm Kornit Digital creates commercial and industrial printing solutions for the apparel, garment, and textile industries. By now the company serves more than 100 countries worldwide and has offices in Europe, Israel, Asia, and the US. Recently the Kornit Fashion Week in Tel Aviv was held. It was an event of attention drawing fashion, with embellished rhinestones, bold cutouts and colorful neon. The two designers, known as Yanky Golian and Nataf Hirschberg, celebrated fashion innovation led by a new style period in which the latest technology is the support for creativity, inclusion, sustainability and personalization in the times of on-demand fashion.
Designers meet Cutting-Edge Tech
“We assessed how we can influence the industry. In the beginning we were thinking very much on the production floor, and then we understood that we need to go upstream to talk with the brands. We understood we needed to talk to the designers and the influencers. We need to become the operating systems. We asked ourselves what is the right marketing vehicle to deliver these messages and interact with the audience”,
says Kornit CEO Ronen Samuel.
Yanky & Nataf utilized Kornit Digital’s cutting-edge printing technologies to create their unique collection. Kornit’s new Apollo direct-to-garment (DTG) system came into action to print mixed color gradients and the Presto direct-to-fabric (DTF) printer played its role to engineer neon prints. Lastly Kornit’s XDi decorative application was used to print on spandex for bodysuits.
Furthermore, Sigal Dekel, the popular Israeli fashion designer of the 90s, also partnered with Kornit Digital for a comeback to the runway after years without an individual collection. Kornit Digital provided her with its printing tech, which gave her the possibility to realize a design procedure where she could choose a type of print and alter it to a specific fabric. She opted to print geometric shapes, stripes and florals on beige, gray, and red-colored fabric. Kornit stated that her printing was made through a water circulation process that was better for the environment.
Designer Dr. Mona al Mansouri, also made use of Kornit’s latest tech. With the support of Kornit, Dr. al Mansouri was able to print on transparent and thin organza to produce three distinct looks as part of her opening collection.
However, why even go the route of approaching designers and letting them use the latest tech?
“We knew we are going to be the next operating system, and we saw ourselves as changing the industry, so we decided, instead, that we were going to run our own event and not participate as sponsors.”
Kornit Fashion Week in Tel Aviv by now has locations around the world, including Milan, Tokyo and Los Angeles. Samuel says the next one will be in London from May 15th to 17th.
“This was a real opportunity for us to really to deliver those messages about inclusion, about sustainability, about diversity, about on-demand, about creativity, and unleashing the creativity” which is the vision behind the next chapter of Kornit Digital,”
Kornit Digital pioneered the single-step digital textile print system. They started with direct-to-garment (DTG) production and later went on with direct-to-fabric production. The DTG platform is seen as the future for the mainstream mass production of apparel and fashion in a field that has been constrained by old-fashioned means of production.
“As the design, technology, and fashion worlds converge design, there’s a tremendous opportunity now created. Kornit is writing the operating system for fashion – and today, we are introducing game-changing technology for mass production that will offer a powerful alternative to screen printing,”
New Print Systems
Kornit unveiled several products during the press event of the Fashion Week. The new Kornit Apollo direct-to-garment (DTG) digital system was shown, which utilizes Kornit’s MAX technology to provide high retail quality with integrated smart curing processes and complete automation control. Furthermore, it uses tech from Germany’s Tesoma, a textile dryer company recently acquired by Kornit. The printers won’t be available to most customers until 2023.
Additionally, Kornit unveiled its Atlas MAX Poly DTG production system, a DTG printing solution. It is anticipated to transform the recreational and professional sports teamwear and apparel markets, which are held back by the limitations of the mass customization of polyester. The technology targets the dependance on synthetic, polymer-based fabrics of the athletic apparel industry, according to Kornit’s Chief Marketing Officer Omer Kulka.
The company’s systems also include Kornit’s XDi decorative applications, generating new styles for various effects and infinite combinations such as, 3D simulation, high-density vinyl and threadless embroidery.
“There is a major change that’s happening and that’s self-expression. The Z generation would like to express themselves. They want to be unique, creative. They don’t want to wear the same things their friends are wearing. They would like to be the visual. And for that they need variety, more customization, even personalization,”
Kornit continues to make impactful statements around the world, as just earlier this year, the corporation raised $25 million and launched a new ink manufacturing facility in southern Israel.
Do you think print and fashion go well together? Do you have any other ideas for what print technologies could contribute to fashion for it to become even easier to produce and thus allow designers to be even more creative?