What Underground Printing does

Underground Printing is a US-based custom apparel printing company founded in 2001 in Ann Arbor, Michigan, operating an omnichannel model that combines a self-serve e-commerce platform (undergroundshirts.com) with 30+ physical retail showrooms concentrated in college towns across the Midwest, Mid-Atlantic, and increasingly the Mountain West. The company offers custom decoration services across t-shirts, hoodies, sweatshirts, hats, jackets, polos, jerseys, bags, drinkware, and promotional products using screen printing, embroidery, direct-to-garment (DTG) digital printing, heat transfer, and custom patch production. Its technology stack centers on a user-facing online design studio and the proprietary POGO group-order platform that lets organizations create pop-up online stores for distributed ordering.

Revenue is generated transactionally through one-time custom apparel orders with no minimum order quantity, free shipping on every order, bulk pricing discounts at quantity tiers such as 64+ units, and a paid 2-Day Lightning Rush expedited service. Underground Printing serves eight documented customer segments spanning businesses, colleges and schools, sports teams and leagues, nonprofits and fundraisers, breweries, family events, construction, and medical/dental practices. The company holds collegiate apparel licenses for 200+ colleges and universities, acting as licensing administrator and removing a significant procurement friction point for institutional buyers. Named customers include Zingerman's Delicatessen and a long tail of SMB and individual buyers across retail locations in 13 states.

Name

Underground Printing

Legal name

Underground Printing

Website

https://undergroundshirts.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Underground Printing is a US custom apparel printer founded in 2001 in Ann Arbor, MI, operating 30+ retail showrooms in college towns and an e-commerce platform serving businesses, schools, sports teams, nonprofits, and breweries with no-minimum decoration across apparel, drinkware, and promo products.

Ownership category

akta.pro rank

Product category

Custom Apparel Printing

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110), Cut and Sew Apparel Manufacturing (3152)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sports Team & Promotional Apparel Cut & Sew (Screenprint/Embroidery-Ready) (IMAOAEAK)

akta.pro secondary industries

Sportswear Customization & Printing Retail (CRAMACAK), Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH)

Keywords

• Custom apparel printing
• T-shirt printing services
• Screen printing
• Custom embroidery services
• Promotional products

Headquarters

HQ city

Ann Arbor

HQ country

United States

HQ region

North America

Offices28 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Custom Apparel Printing: One-time custom printing and embroidery orders for t-shirts, hoodies, hats, jackets, bags, and other apparel. Revenue generated per transaction with no recurring fees. Bulk pricing discounts available for larger orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Underground Printing designs and produces custom-decorated apparel and accessories, including t-shirts, hoodies, sweatshirts, hats, jackets, polos, jerseys, bags, drinkware, and promotional products. Apparel is decorated using screen printing, embroidery, direct-to-garment digital printing, heat transfer, and custom patches, with orders accepted in any quantity from a single item to bulk runs. The company sells through its own e-commerce platform and 30+ retail showroom locations, with a focus on licensed collegiate apparel for 200+ universities, business/corporate clients, sports teams, and event-based group orders.

Product overview

Underground Printing operates as a custom apparel printing platform offering a comprehensive range of print-on-demand and custom garment services. The core product portfolio includes custom t-shirts, sweatshirts, hoodies, hats, jackets, polos, jerseys, bags, drinkware, and promotional products, all customizable through screen printing, embroidery, digital printing (direct-to-garment), and heat transfer services. The platform provides additional services including custom patches, group ordering through POGO pop-up stores, dedicated online stores, and 2-day rush delivery. With 30 retail locations across the US, the company combines digital ordering tools with in-person service, and holds licenses for collegiate apparel from over 200 universities. No minimum order requirements and free shipping are offered on all orders.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom T-Shirts Customizable t-shirts in short sleeve, long sleeve, tank tops, v-neck, performance/Dri-FIT, heavyweight, soft fashion, tie dye, camo, and similar styles, decorated via screen printing or embroidery for groups, teams, events, and businesses.
• Custom Sweatshirts Custom crewneck sweatshirts, quarter-zip pullovers, and full-zip sweatshirts in brands such as Champion, Carhartt, and Comfort Colors, available with screen printing or embroidery for groups, teams, and events.
• Custom Hoodies Custom pullover and zip-up hooded sweatshirts, including lightweight and heavyweight fleece options, decorated via printing or embroidery.
• Custom Hats Personalized hats including trucker hats, baseball caps, beanies, fitted hats, bucket hats, snapbacks, dad hats, and visors, decorated with embroidery or custom patches.
• Custom Jackets Custom outerwear including jackets, vests, windbreakers, bomber jackets, rain jackets, parkas, soft shell jackets, and puffer jackets, printed or embroidered with logos and designs.
• Custom Polos Custom polo shirts for businesses and teams in men's, women's, and performance styles, decorated via screen printing or embroidery.
• Custom Jerseys Custom sports jerseys for teams and leagues across baseball, basketball, football, and soccer, with player names, numbers, and logos.
• Custom Bags Custom tote bags, backpacks, drawstring bags, coolers, duffel bags, and messenger bags for events, giveaways, and branding.
• Custom Drinkware Personalized drinkware including tumblers, water bottles, ceramic mugs, plastic cups, glassware, and barware for events and corporate gifts.
• Custom Promotional Products Branded swag and promotional items including journals, notebooks, pens, markers, decals, magnets, tech accessories, kitchen items, keychains, blankets, towels, and dog apparel.
• Custom Uniforms & Workwear Professional custom uniforms including hi-vis clothing, scrubs, aprons, and work jackets for industries such as construction, medical, and food service.
• Screen Printing Service Traditional screen printing decoration service for custom apparel, producing vibrant, long-lasting prints suited to bulk orders.
• Embroidery Service Custom embroidery service for hats, jackets, bags, and apparel providing a durable, premium finish.
• Direct-to-Garment (DTG) Digital Printing Service Digital printing technology for detailed, full-color designs with photorealistic quality on apparel.
• Heat Transfer Printing Service Heat transfer printing service for custom designs on various apparel items.
• Custom Patches Service Custom patch creation and application service adding textured vintage-style designs to apparel.
• Group Orders by POGO (Pop-Up Online Store) Pop-up online store service enabling group orders for organizations, teams, and events with individual customization and consolidated ordering.
• Custom Online Stores Custom printing online stores for businesses and organizations to sell branded merchandise directly to their communities.
• 2-Day Lightning Rush Delivery Expedited production and shipping service delivering custom apparel within 2 business days.
• Licensed Collegiate Apparel Officially licensed custom collegiate apparel for 200+ colleges and universities, with Underground Printing handling all licensing applications, approvals, and fees.

Named customers3 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Printful: Printful is a print-on-demand fulfillment service offering custom apparel printing (DTG, embroidery, screen printing) for e-commerce brands and creators. Overlaps with Underground Printing on screen printing and embroidery services, but operates asset-light with no physical retail and primarily serves online sellers.
• CustomInk: CustomInk is a leading online custom apparel decorator serving businesses, teams, schools, and groups with screen printing and embroidery. Directly comparable to Underground Printing in product offering (custom t-shirts, hoodies, polos), target segments (collegiate, sports, corporate), and online design tool GTM, though CustomInk lacks a comparable physical retail footprint.
• RushOrderTees: RushOrderTees is a Philadelphia-based custom apparel screen printer specializing in no-minimum orders and fast turnaround — a core differentiator that mirrors Underground Printing's positioning. Comparable product range (screen printing, embroidery, DTG), customer base (small businesses, groups, teams), and rush delivery capabilities.
• Broken Arrow Wear: Broken Arrow Wear is a custom apparel printer offering screen printing, embroidery, and DTG with focus on small to mid-size orders. Closely comparable service mix, no-minimum positioning, and SMB/team customer focus to Underground Printing.
• DesignAShirt: DesignAShirt is an online custom apparel screen printer serving groups, businesses, and teams with no minimums and rush turnaround. Comparable product line (t-shirts, polos, hoodies), online design tool, and target customer mix (small orders, B2B, groups) make it a direct small-scale competitor.
• Custom Threads (threadbird): Threadbird is a custom apparel screen printer and embroiderer targeting bands, businesses, schools, and events. Comparable decoration services, no-minimum positioning, and customer segments to Underground Printing, though smaller in retail footprint.

Emerging players

• Zazzle: Zazzle is a custom products marketplace offering personalized apparel and promotional items via a network of manufacturers. Overlaps with Underground Printing's custom apparel and promotional products categories, particularly for individual/B2C customers; differentiated by marketplace model vs. direct decoration.

Regional players

• College Kids (Alstyle Apparel collegiate): Alstyle and adjacent collegiate blank-tee suppliers compete for the collegiate apparel licensing and decoration channel. Comparable via collegiate licensing adjacency and wholesale blank apparel supply, though not a direct screen printing competitor.

Broad incumbents

• Lands' End Business Outfitters: Lands' End Business serves corporate and school uniform programs with custom embroidery and printing on apparel. Overlaps with Underground Printing's workwear, school, and corporate uniform segments, but operates at larger enterprise scale with apparel manufacturing rather than retail storefronts.
• Vistaprint (Cimpress): Cimpress, parent of Vistaprint, is a publicly traded mass-customization platform serving small businesses with printing and promotional products including apparel. Comparable in custom apparel and promotional products categories, with broader scale but less specialization in collegiate/sports segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/UGPCustomShirts
• Facebookfacebook.com/undergroundprinting
• LinkedInlinkedin.com/company/underground-printing
• Instagraminstagram.com/undergroundprinting

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Underground Printing