(Quoted from Marshall Atkinson at atkinsontshirt.com. Full article here.)
It is probably fitting that the term for the sign of a weakness is called an “Achilles Heel” as it matches up wonderfully with an upcoming, unspoken battle facing the decorated apparel industry.  
The war over water.
If you remember your Greek mythology, Achilles was dipped into the river Styx as an infant by his mother Thetis to give him divine protection in battle.  Because she held him by his heel, that was the only part of his body was that wasn’t protected.  Achilles, despite his Brad Pitt good looks,  later died when struck by an arrow in his heel during battle.
For apparel decorators, we’re in the same predicament.  Except, nobody is really talking about our weakness, which like Achilles, is associated with water.  We don’t look like Brad Pitt either.
For most shops, nobody stops to think about how much water plays into your business as we’re already overburdened with orders that have to ship, customer service challenges, employee training and motivation, continuous improvement programs, and a myriad of other things that call for more immediate attention than one sustainability issue.  There just isn’t any top of mind for this.
Click here to read the full article from Marshall Atkinson!