Printwear & Promotion The Total Promotional Package
Printwear & Promotion assistant editor, Cameron Beech, sat down with Portsmouth-based screen printer and embroiderer Sea Dog Print Studio, to talk recent artistic projects, moves towards sustainability, and creating a social media personality.
Formed in 2017 by owner Stu Linfield, Portsmouth-based screen printer and embroiderer, Sea Dog Print Studio, is making ripples in the industry with its refreshingly youthful personality, and comforting relatability.
After employees were made redundant by the printing company they had worked at previously for a decade, and with Christmas only around the corner, it dawned on Stu that he should embark upon establishing his own company.
In a matter of weeks after being made redundant, Stu bought out the previous company’s single six arm manual carousel, took over the lease, and reopened with the same five full time staff members in January.
Stu stated: “Sea Dog has gone from strength to strength; we’ve upgraded our equipment, introduced new printing and embroidery methods, and doubled our studio space.” And just like that, Sea Dog was officially created.
The origins of the company name, Sea Dog, is most aptly poetic when Stu mentioned the whole team having involvement in the naming of the business. From its administrative assemblage to its naming, Sea Dog has highlighted its employees to not only be integral, but central to its success.
Artistic project portfolio
Consisting of a team of artists whom have all naturally progressed into a specialisation of design and art-led quality screen printing, I asked Stu about recent projects the company has undertaken, one being for Portsmouth-based record café, Pie & Vinyl. In regards to the project, Stu said: “We have been working with Pie & Vinyl since the very beginning. They have a recognisable brand and have been getting us to print their merchandise for years.
“Every year on their anniversary, they release a new T shirt design created by a different local artist. Last year, ex-Sea Dog member James Mankiewicz designed a cool psychedelic illustration.
“This year, the Sea Dog team worked with the owner, Steve, on a design inspired by the American record store Liquorice Pizza, featuring their iconic waitress design and typography.
“They ordered a run of 50 sand-coloured Gildan T shirts and will likely order more throughout the year,” added Stu.
Additionally, I asked Stu about being approached by local street food company OishiBuns, and about Sea Dog’s involvement in this project. Stu responded: “OishiBuns asked us to design a T shirt for them. I created a three-colour illustration of a ninja pig standing on a bao bun, which we printed on black Gildan T shirts in a short run for their staff uniform.”
Stu outlined that what he enjoys most about his job are the orders which allow Sea Dog to have creative input at every point in the design and printing process, such as outlining design suggestions, and having input on garment choice.
Additionally, the company has introduced a range of new printing and embroidery methods, including chainstitch style embroidery, and 3D embroidery and applique. With the introduction of varying methods, the creative possibilities are only expanding at Sea Dog.
Making waves in sustainability
Furthermore, Sea Dog frequently advertises in-house studio sales, offering local members of the community the opportunity to purchase unbranded and Sea Dog branded garments, as well as limited edition exposed screens of original Sea Dog artwork.
When I asked why Sea Dog’s in-house studio sales were set up, Stu replied: “We tend to order a few extra garments with each order in case of errors, which means our surplus blank stock can build up. Rather than returning it with added delivery and restocking fees, we sell it off at cost price at our annual ‘Surplus Sale’. The local community love it! The sales are always packed, and it means everyone gets a bargain.
“At our most recent sale we also sold old silk screens with custom sea dog artwork exposed on them. We think it’s a unique way to display artwork and means we limit the amount of waste going into landfill.”
However, this this not the only way Sea Dog is behaving sustainably and eco-consciously. In April 2023, the company announced it had begun making the transition over to recycled plastic bottle thread. The thread it transitioned over to was Polyneon Green which is manufactured from 100% PET recycled plastic bottles.
When I asked what made the company opt for this transition, Stu responded: “We try to do what we can as a small business for the environment. We recycle, reuse, and donate where possible. Switching to Madeira’s Polyneon Green thread was a no-brainer; it’s the same quality thread as their regular Poly Neon thread, just better for the environment.”
From Stu’s feedback, it was clear sustainability was a key component to the company’s wider ethos. It was truly insightful to hear of the ways Sea Dog was not only acting in an ecologically-friendly manner, but also the ways in which it was able to act sustainably while simultaneously putting back into the local community.
Entrancing social media
Moving on from Sea Dog’s impact on the local community, the company appears to be making moves in a much larger social arena. A single glance at the company’s social media will immediately entrance and enthral the everyday Instagram and TikTok scroller.
Not only does the company post comically entertaining videos guiding its social media audiences through its shop via a miniature doll’s hand, but on the opposite side of the spectrum, Sea Dog posts refreshingly transparent ‘day in the life’ esq content, featuring x2 speed videos showcasing the realities of working at Sea Dog.
Everything from lining the garments on the embroidery machines, to squeegeeing ink off garments on a carousel, poetically to the musical backdrop of Bo Burnham. Entering the unforgiving arena of social media can appear daunting for most companies, but this most definitely is not the case for Sea Dog which dived head first with full conviction.
Stu said: “For us, it’s really important. We want to show our personality; we’re a close-knit team who are not just work colleagues but friends, we are probably all a bit odd and have the same sense of humour.
“We want to be relatable and approachable, and we hope our customers come to us not just because we get the job done to a high standard but also because they enjoy the experience of working with us. Life is strange, and so are we, and we’re glad this shines through on our social media.”
Overall, what I primarily took away from my conversation with Sea Dog was to not only embrace your authentic self, but rather lean into it, and don’t be afraid to broadcast it. Additionally, don’t be afraid to take a leap, take matters into your own hands. If Stu hadn’t, what would be of Sea Dog?
