The thumbnail version:

  • One way to promote a process is to paint a worrying picture of the competing process
  • But can such a comparison be misleading?

The full version:

In a recent promotion of DTG, Kornit listed startling statistics about the pollution perpetrated on the planet by the fashion industry. For instance, the textile industry is the second largest polluter with over ten million tonnes of clothing ending up in landfills every year in the USA alone. In addition to that, the industry uses 79 billion cubic meters of water per year which is apparently 2% of all the world’s fresh water. All of this according to Kornit.

The piece goes on to say that Millenials and Gen Z’ers care about the planet and are increasingly demanding to know how their t-shirts are being produced.  They say that this is affecting brands in a big way as they are shifting to more sustainable methods of production. This all appears to be intended as a comparison of DTG with screen printing.

But wait a moment . . . the vast part of the pollution described is caused by the growing, processing and making of all clothing, not just tees. And it occurs well before the printing process. So, while industry pollution is obviously a big issue needing urgent attention, is it fair to appropriate the larger issue to draw a meaningful comparison of DTG and screen printing for marketing purposes?

You decide.