“The digital revolution is encouraging a new wave of innovative designers to launch truly inspirational collections and is contributing to the emergence of a new breed of British design talent,” according to Alison Smart, director of the UK’s largest digital print facility, RA Smart.
Adam Atkinson, the man behind British bag and accessories company, Cherchbi, which specialises in goods of uncommon quality and detail, turned to digital and RA Smart to create his new range of Silk Crepe Satin scarves. “Printing digitally is versatile and efficient and utilises some of the most environmentally friendly techniques available. Coupled with the process consistently delivering high levels of quality and being affordable for companies of our size, our decision to print digitally is now being reinforced by the positive reaction of our customers,” says Adam. “It also enables designers to manufacture 100% in Britain, minimising the carbon footprint in the process.”
Alison Smart says: “The fashion world has become increasingly aware of the energy and resource that goes into printing fabric, as well as the resulting discharge back in to the environment, and is increasingly turning to digital – a trend that shows no sign of reversing. Printing fabric digitally uses half the ink of screen printing and results in far less waste being discharged into the drains. There is no washing of screens or changing colours – which also generates washing squeegees and colour buckets – water consumption is reduced by half.
“Cherchbi uses sustainable natural materials across its range that draws inspiration from Britain’s wealth of heritage in arts, design, nature and industry. The Cherchbi collection of bags, belts and scarves, designed by Adam, present exquisite British styling and are robust, contemporary designs with traditional quality and functionality to suit the 21st Century consumer. 
The Cherchbi Quilt Block Scarf Print is a modern reworking of an Arts & Crafts era patchwork quilt. It’s available in four colourways: Multi, Brown, Black/White and Stained Glass, comprising two printed layers of Silk Crepe Satin to allow the rich quality of the colour print to be seen on both sides.
Alison adds: “In addition to using far less ink, colours printed digitally carry a sharper line and greater clarity, as can be seen with the new Cherchbi collection. There is no limit on the number of colours, no limit on repeat size and no minimum orders. Digital is far better for the environment and a more flexible method for designers to employ. It’s this flexibility and the affordability of the process that is enabling a new generation of designers to realize their creations in print.”
