(Quoted from Mark Vasilantone and Impressions Magazine. Full article here.)
Fortunately, Doyle Rogers is as good at reading signs as he is at making them. When he took over his father’s Bridgman, Michigan-based sign shop in 2003, he soon realized the company was missing out on a lucrative business opportunity.
“Art-Fx Signs & Graphics focused on vehicle graphics and signage,” Rogers says. “But after owning the business for a couple of years, it became apparent that our sign shop clientele [comprised] the same customers who were purchasing apparel.”
His father dabbled in screen printing in the late-1990s, so Rogers dusted off the shop’s old equipment — a three-color, one-station tabletop press and flash dryer — and began taking orders for custom-printed merchandise.

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