The Problem With Our Old Name
For 39 years, we operated as Northwest Embroidery. The name was accurate when my father, Jim Mickelson, founded the company in 1977. We did embroidery. That was the business.
By 2016, the name had become a liability. We received daily calls from people who needed a single name stitched on a jacket, a Christmas stocking personalized, or a small monogram on a hand towel. These are legitimate requests. We respect the craft. But our facility, equipment, and team were built for a different scale.
We run an 8-head Tajima TMAR-KC embroidery machine at 1,100 RPM. We operate Kornit Storm Hexa direct-to-garment printers and an M&R screen printing line. Our production floor in Milton, Washington is configured for bulk orders, complex multi-decoration projects, and ongoing company uniform programs. A single stocking order interrupts that workflow and costs more to process than the revenue it generates.
The name Northwest Embroidery attracted the wrong inquiries. It signaled “small craft shop” to searchers who found us online. It signaled “embroidery only” to businesses that also needed screen printing, DTG, and DTF. We were losing qualified leads because our name filtered them out before they called.
What Northwest Custom Apparel Communicates
The new name is broader and more accurate. “Custom” signals that we produce to specification, not from inventory. “Apparel” signals that we work on garments, not just accessories. “Northwest” signals our geographic anchor and our commitment to Washington businesses.
The rebrand was not a marketing stunt. It was a correction. We changed the name to match what we had already become.
What Changed Beyond the Name
From Contract Decoration to Direct Service
For decades, we operated as a contract decorator. Other businesses brought us blank garments and we embroidered them. The client handled sales, customer service, and delivery. We handled production. This model worked when our clients were promotional product distributors and regional apparel resellers.
The contract model had a flaw. We did the production work. Our clients built the customer relationships and captured the margin. We wanted to work directly with the businesses that wore the apparel. We wanted to understand their needs, recommend the right decoration method, and see the finished product in use.
The rebrand positioned us as a direct service provider. We now sell to end users: construction companies, schools, corporate offices, and non-profits. We handle the full relationship from design consultation to delivery. Learn More About us.
From Single Decoration to Multi-Technology
Northwest Embroidery implied one capability. Northwest Custom Apparel reflects six. We now offer:
- Custom embroidery on our Tajima TMAR-KC for durable, professional logos
- Screen printing for bold graphics at volume
- Direct-to-garment printing for photo-realistic designs and small runs
- Direct-to-film printing for polyester and synthetic garments
- Laser engraving for leather and premium materials
- Custom webstores for ongoing employee ordering programs
A business that needs embroidered polos for the office and screen-printed T-shirts for a trade show can order both from us. One vendor. One invoice. One point of contact.
From One-Off Orders to Ongoing Programs
The rebrand enabled us to invest in systems that support long-term client relationships. Our custom webstore platform allows companies to set up approved apparel catalogs for their employees. The HR team selects the garments and decoration options. Employees log in, choose their size, and pay individually. We produce and ship directly.
This eliminates the sign-up sheet, the size collection, the bulk payment, and the distribution headache. We built this because we heard the same complaint from office managers and HR coordinators for years.
What We Kept
The rebrand changed our name and our customer-facing model. It did not change our location, our ownership, or our standards.
We still operate from the same facility at 2025 Freeman Rd E in Milton, Washington. Jim Mickelson’s founding principles still guide the business. I still manage production operations with the same equipment expertise I developed over 29 years. Our team still inspects every garment before it ships.
The name changed to reflect reality. The reality did not change to match the name.
What This Means for Your Business
If you are evaluating custom apparel vendors, the rebrand story matters for two reasons.
First, it confirms our scale and capabilities. We did not rebrand to sound bigger. We rebranded because we had already outgrown the old name. Our equipment, our team, and our service model support bulk orders, complex projects, and ongoing programs.
Second, it confirms our commitment to direct service. We want to work with you, not through a middleman. You get our recommendations, our production expertise, and our accountability. If a shirt is wrong, you call us, and If a deadline is tight, we adjust. If a deccoration or printing method is not right for your fabric, our team tells you before production starts.
For more on how custom apparel creates business value, see our article on custom apparel for business branding.
For a general guide on rebranding a clothing or apparel business, see our article on how to rebrand a clothing brand.
Our Services Today
| Service | Best For | Minimum Order | Turnaround |
|---|---|---|---|
| Custom embroidery | Workwear, uniforms, durable logos | 6 pieces | 10 business days |
| Screen printing | Events, teams, bulk graphics | 24 pieces | 10 business days |
| Direct-to-garment printing | Photos, small runs, samples | 1 piece | 48 hours |
| Custom webstores | Ongoing employee programs, fundraisers | No minimum | On-demand |
| Laser engraving | Leather, premium materials, awards | 1 piece | 5 business days |
Work With Us
We have produced custom apparel for Washington businesses since 1977. The name changed in 2016. The commitment to quality did not.
Call: 253-922-5793 | Toll-free: 1-800-851-3671
Email: sales@nwcustomapparel.com
Visit: 2025 Freeman Rd E, Milton, WA 98354
Request a Quote or Program Consultation →
About the Author
Erik Mickelson is the Operations Manager at Northwest Custom Apparel in Milton, Washington, with 29 years of hands-on experience in embroidery digitizing, screen printing, and custom apparel production. He graduated from Washington State University in 1996 and founded the Apparel Graphic Academy. His father, Jim Mickelson, founded Northwest Custom Apparel in 1977.
