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Lane Seven Apparel Was the Official T-Shirt Sponsor of SXSW

Onsite heat transfer activation inspires attendees to start their own brands.

The Los Angeles-based wholesale clothing manufacturer was the official T-shirt sponsor of South by Southwest (SXSW) March 8-16, 2024, in Austin, Texas. SXSW is best known for its conferences and festivals that celebrate the convergence of tech, film and television, music, education, and culture. This was the first year Lane Seven supplied SXSW with the festival’s official merch.  

“Being the SXSW official Mobile Merch sponsor is a natural fit for Lane Seven,” says Meghan Brazzelle, senior sales manager at Lane Seven Apparel. It allows the company “to amplify our retail brand to their vast audience of attendees and provide a unique opportunity to showcase Lane Seven as the top choice for bands, directors, and corporate sponsors seeking high-quality branded apparel.”

An onsite heat transfer activation in partnership with Supacolor and local print shop High Voltage Studios took place outside the SXSW mobile merch truck. The tent was transformed into a teenager’s bedroom in 1987. (1987 is the founding year of SXSW.) The official branded merchandise could only be purchased by attendees at the annual event. 

“A lot of people haven’t seen how heat transfers work, and it’s so cool for them when they do,” says Milissa Gibson, sales director of Lane Seven, says. She hopes the process “inspires some people to start that brand they’ve always talked about.”

Listen to episode of 11 of the DTF Printing Podcast with Milissa Gibson, sales director at Lane Seven, and Tim Gibson, enterprise sales manager at Supacolor, both owners of High Voltage Studios.

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