Hybris Productions scales apparel production moving from screen to digital

Hybris Productions has adopted Kornit’s direct to garment (DTG) digital production technology to scale licensed apparel manufacturing with greater speed, design flexibility, and on-demand production capabilities supporting retail and e-commerce growth.

Founded more than 22 years ago and based outside Malmö in southern Sweden, Hybris Productions specialises in officially licensed apparel merchandise including t-shirts, sweatshirts, and caps. The company serves brands, retailers, and direct to consumer e-commerce channels across Europe.

Over the years, it has built one of the largest licensed artwork collections in Europe, with access to more than 15,000 logos, images, and designs from movies, entertainment brands, and popular culture.

As Hybris’ licensed portfolio expanded, traditional screen printing limited speed to market and design release volume. ‘With screen printing, we were restricted in how many designs we could release,’ said Peel Olson, founder of Hybris Productions. ‘Going digital meant we could release hundreds of designs instead of just ten.’

Hybris was among the first companies in Sweden to experiment with DTG technology nearly two decades ago. While early digital systems offered promise, they also introduced operational challenges, including complex pre-treatment processes.

Kornit’s DTG production platform enables high quality output at industrial speeds while simplifying production workflows. ‘Kornit Digital removed the part I disliked the most about DTG: the pre-treatment,’ Peel explained. ‘What I saw was a machine that could print at the speed we needed, around 100 T-shirts per hour, while delivering the quality our licensed brands demand.’

Following installation, production ramped faster than planned, reaching stable daily output within months. By mid summer, the system was running six and seven hours daily, with plans to extend to 10 to 12 hour shifts during peak seasons.

Hybris operates a dual business model, combining direct to consumer e-commerce with short run wholesale production for online and physical retailers throughout Europe. Through its direct to consumer platform, customers can order individual garments printed on demand. At the same time, retailers rely on Hybris for licensed merchandise produced in runs of 25 to 100 pieces, enabling fast replenishment without overproduction.

‘The speed is fantastic, the quality is fantastic,’ Peel added. ‘And the reliability allows us to serve both private customers and retail partners with confidence.’ As a designer led company, creativity sits at the heart of Hybris’ offering. ‘I am a designer from the start,’ said Peel. ‘With Kornit Digital, we are not limited by colours or small details anymore. We can let creativity flow.’

Today, the company releases approximately 100 new designs every week, supported by its extensive licensed artwork library. This positions it for sustained growth while maintaining an agile, on-demand production model.

By integrating Kornit’s digital textile production into its manufacturing ecosystem, Hybris has built a flexible production environment supporting mass customisation, short run retail production, and on-demand e-commerce growth.

‘Hybris Productions is a strong example of how licensed merchandise producers can expand design offerings and on-demand capabilities while operating in a more responsible and efficient production environment,’ said Guy Yaniv, president of Europe at Kornit Digital. ‘By integrating digital textile printing into its production ecosystem, Hybris has created a flexible model that supports creativity, responsiveness to market demand, and more sustainable manufacturing practices. We wish the company continued success as it grows its business and design portfolio across Europe.’