Hybris Productions Scales Licensed Apparel with Kornit Digital DTG Technology

Kornit Digital announced that Hybris Productions has implemented its direct-to-garment (DTG) digital production technology to scale licensed apparel manufacturing. The move supports faster design releases and on-demand production for retail and e-commerce channels.

Kornit Digital reported that Hybris Productions has introduced DTG digital production systems to expand its licensed apparel manufacturing with increased speed, flexibility, and on-demand capabilities.

Hybris Productions, founded more than 22 years ago and located in southern Sweden outside Malmö, produces officially licensed apparel such as T-shirts, sweatshirts, and caps. The company supplies brands, retailers, and direct-to-consumer e-commerce platforms across Europe. Over time, it has developed one of Europe’s largest licensed artwork collections, with access to more than 15,000 logos, images, and designs from movies, entertainment brands, and popular culture.

As its licensed portfolio grew, Hybris found that screen printing constrained the number of new designs it could release. “With screen printing, we were restricted in how many designs we could release,” said Peel Olson. “Going digital meant we could release hundreds of designs instead of just ten.”

Hybris was among the earliest companies in Sweden to test DTG technology nearly 20 years ago. Initial digital systems, however, presented operational challenges, particularly related to pretreatment processes.

Kornit’s DTG production platform provides industrial-scale output while simplifying workflows. “Kornit Digital removed the part I disliked the most about DTG: the pretreatment,” Olson said. “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 reached stable daily levels within a few months. By mid-summer, the system was operating for 6–7 hours per day, with plans to extend production to 10–12-hour shifts during peak periods.

Hybris follows a dual business model that combines direct-to-consumer e-commerce with short-run wholesale supply to online and physical retailers in Europe. Individual garments can be produced on demand for consumers, while retailers order licensed merchandise in batches of 25 to 100 units, enabling rapid replenishment without excess inventory.

“The speed is fantastic, the quality is fantastic,” Olson added. “And the reliability allows us to serve both private customers and retail partners with confidence.” He also noted the creative impact of digital production: “I’m a designer from the start. With Kornit Digital, we’re not limited by colors or small details anymore. We can let creativity flow.”

Hybris currently introduces around 100 new designs each week, supported by its licensed artwork archive. The integration of Kornit’s digital textile production systems has created a flexible manufacturing structure that supports mass customization, short production runs, 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. “By integrating digital textile printing into their production ecosystem, Hybris has created a flexible model that supports creativity, responsiveness to market demand, and more sustainable manufacturing practices. We wish them continued success as they grow their business and design portfolio across Europe.”

Additional information on Kornit Digital’s DTG Atlas MAX platform is available at https://www.kornit.com/printer/atlas-max/. A full video interview with Peel Olson is also available.