Interview with Stein Shi

Stein Shi
Head of Global Retail Marketing & General Manager of US
xTool

xTool Apparel Printer offers an unmatched level of automation, precision, and efficiency

xTool is a leading manufacturer of laser cutters, engravers, and DIY tools. Founded in 2020 with the mission to make creation simple, xTool believes that creativity knows no bounds and aims to fulfil the needs of creators by providing innovative solutions paired with exceptional user experience. Building on its expertise in developing intuitive, high-performance tools, the brand recently made a strategic entry into the Direct-to-Film (DTF) apparel printing sector with the launch of the xTool Apparel Printer—a fully automated, AI-powered solution designed to streamline the custom apparel production process. In a chat with Fibre2Fashion, Stein Shi, Head of Global Retail Marketing & General Manager of US at xTool, discusses the brand’s entry into apparel printing, product innovation, target users, and its vision for the future of on-demand fashion.

What inspired xTool to enter the apparel printing market, and how does this align with your broader business strategy?

The apparel printing market presented an opportunity for xTool to address key industry pain points—specifically, complex workflows, high production costs, and inefficient processes. Many existing DTF and DTG printers require multiple third-party software programs, extensive manual intervention, and expensive operational costs. Our journey into this market builds on our deep expertise in crafting innovative solutions, such as the xTool M1 Ultra, the world’s first 4-in-1 ultimate craft machine, and the xTool screen printer, the first laser-based screen printing solution. Over the years, we have served small and medium-sized businesses, many of whom operate in the apparel sector, recognising that clothing represents a significant market opportunity. By developing a fully integrated, AI-enhanced printing solution, xTool removes these obstacles and empowers users to produce professional-grade apparel quickly, affordably, and efficiently. Our product vision is to transform the apparel retail industry by enabling on-site customisation, offering customers more personalised choices, and enhancing the in-store experience. This aligns with our broader business strategy of innovation, accessibility, and automation, ultimately increasing retail competitiveness and profitability.

Who is your primary target audience for the xTool Apparel Printer—small businesses, independent designers, or large-scale production units?

xTool’s primary audience includes small businesses, independent designers, entrepreneurs, as well as those involved in in-store events and the fashion industry who want to expand into custom apparel printing. Many existing solutions require significant upfront investment, complex software setups, and time-intensive maintenance, making it difficult for smaller businesses to compete. By offering a fully automated, beginner-friendly, and cost-effective alternative, xTool enables business owners to scale quickly, produce high-quality apparel, and meet growing demand without the barriers of traditional printing methods. This approach not only empowers entrepreneurs but also enhances the capabilities of those in the fashion industry and at in-store events.

How does the xTool Apparel Printer ensure high-quality and long-lasting prints while maintaining cost-effectiveness for users?

The xTool Apparel Printer ensures superior print quality and longevity by integrating cutting-edge printhead technology with intelligent maintenance systems. The dual printheads with ultra-fine 3.8 pL ink droplets deliver rich, high-resolution images with precise colour accuracy, even on dark fabrics. A standout feature is the unique Moisturising liquid tank, which regularly maintains optimal humidity levels for the printheads. This, combined with daily scheduled cleaning, keeps the printheads clean and functioning effectively while preventing issues related to dryness. The automated ink circulation and maintenance system (WIMS) prevents clogging, prolonging printhead life and reducing waste. Additionally, the automated powder application and curing system ensures consistent and durable adhesion, eliminating the inconsistencies often found in manually processed prints. By streamlining the entire printing process and reducing material waste, xTool’s apparel printer significantly lowers long-term operational costs while maintaining professional-quality output.

Can you elaborate on the key features of the xTool Apparel Printer and how it stands out from other direct-to-film (DTF) or direct-to-garment (DTG) printers?

The xTool Apparel Printer redefines apparel printing by offering an unmatched level of automation, precision, and efficiency. Unlike traditional DTF printers that require manual powder application and curing, xTool’s one-click Print-to-Bake system automates the entire workflow, significantly reducing production time and user intervention. Equipped with dual Epson I1600 print heads, it delivers high-definition 720x1800 DPI resolution, ensuring vibrant, sharp, and detailed prints on any fabric type. The 16MP AI camera provides automatic calibration and nozzle compensation, preventing misalignment and ensuring colour accuracy. Additionally, xTool Creative Space, the printer’s all-in-one software, is the first apparel printing software with Mac support, and it eliminates the need for third-party RIP programs by offering AI-powered image restoration, design enhancement, and smart layout optimisation for maximum efficiency and cost savings. It supports both Mac and Windows systems, making it versatile for all users.

What kind of fabrics and apparel materials are best suited for this printer? Are there any limitations in terms of material compatibility?

The xTool Apparel Printer performs exceptionally well on cotton and polyester, showcasing its versatility across various applications. It is compatible with a wide range of materials, including spandex, nylon, denim, and canvas, allowing users to expand their creative possibilities. Unlike sublimation printing, which is limited to light-coloured polyester, xTool’s high-quality white ink system enables printing on any fabric colour without restrictions. While the printer excels on the mentioned fabrics, it can also handle other materials, though results may vary.

Does the printer incorporate any AI or automation features to simplify the design and printing process for users?

Yes, AI and automation are at the core of xTool’s innovation. The 16MP AI camera enables automatic printhead calibration, nozzle compensation, and precise design alignment, eliminating tedious manual adjustments. AI-powered image restoration tools enhance blurry images for high-definition printing, while smart nesting optimisation reduces material waste by efficiently arranging designs on transfer film. Additionally, the automated ink circulation and maintenance system keeps the printer in peak condition with self-cleaning functions, even when idle.

How do you see AI and automation integrating into apparel printing, and what role will they play in the future of mass customisation?

AI and automation are revolutionising apparel printing by enabling precision, efficiency, and large-scale customisation. In the future, AI will play a key role in mass customisation, allowing businesses to produce unique, one-off designs at scale without increasing production costs. With real-time design customisation, AI-generated graphics, and automated order processing, apparel printing will become more accessible, sustainable, and profitable, catering to the growing demand for personalised fashion and on-demand production.

What are the biggest technological advancements currently shaping the apparel printing sector, and how do they compare to traditional screen printing methods?

Recent innovations in apparel printing include AI automation, high-resolution inkjet technology, and eco-friendly ink solutions. Unlike traditional screen printing, which requires bulky equipment, labour-intensive setups, and high ink usage, modern DTF and DTG printers offer greater flexibility, faster production speeds, and the ability to produce intricate designs with minimal effort. xTool’s AI-powered calibration, smart maintenance, and automated production features place it at the forefront of these advancements, making it one of the most efficient and scalable solutions available today.

How do you see xTool’s technology impacting the custom apparel industry, especially for startups and small-scale businesses?

xTool is lowering the barrier to entry in the custom apparel industry by providing affordable, automated, and high-performance printing solutions. With one-click printing, AI automation, and integrated software, xTool allows small businesses to create professional-grade apparel with minimal effort, faster turnaround times, and lower costs. Additionally, the automated maintenance features significantly reduce upkeep requirements, ensuring that maintenance costs remain low. This enables startups and small-scale businesses to scale efficiently while maintaining quality and affordability.

How is the shift towards on-demand and custom apparel printing influencing the broader textile and fashion industry?

The rise of on-demand and custom apparel printing is transforming the fashion industry by reducing inventory costs, increasing personalisation options, and supporting sustainability efforts. Traditional mass production often leads to overproduction and waste, whereas on-demand printing allows businesses to produce only what is needed, when it is needed. This shift benefits both entrepreneurs and consumers by offering customisation at scale, shorter lead times, and reduced environmental impact. We can complete garment customisation in as little as 15 minutes or even less. We hope this brings a qualitative change to in-store experiences and the operations of various SMBs.

What kind of after-sales support, training, or software updates can customers expect to ensure optimal usage of the printer?

xTool provides comprehensive after-sales support, including detailed online tutorials, training materials, and live customer support for troubleshooting and maintenance. We also offer the All-in-One Software, which is a single solution for nesting, RIP, and print control, and it supports both Mac and Windows systems. Additionally, regular software updates enhance the printer’s capabilities, introducing new AI features and workflow optimisations. The xTool Creative Space software is continuously improved, ensuring that users always have access to the latest tools for image enhancement, print optimisation, and cost analysis.

What are some common challenges businesses face when adopting apparel printing technology, and how can they overcome them to scale efficiently?

Businesses often encounter significant challenges when adopting apparel printing technology, particularly regarding maintenance. Historically, machines that utilise white ink have been difficult to maintain due to issues like clogging and jamming. This can lead to extended downtime for repairs, which severely impacts efficiency. However, our Smartcycle auto cleaning system has been designed to address these maintenance challenges effectively. By automating the cleaning process, we minimise the risk of clogs and jams, allowing businesses to maintain their productivity and scale operations efficiently.

Sustainability is a growing concern in textile printing. How does xTool address environmental impact through ink formulations, energy consumption, or waste management?

The xTool apparel printer is equipped with films and inks that have received OEKO-TEX certification (International Association for Research and Testing in the Field of Textile and Leather Ecology). The automated powder application system optimises powder usage, reducing material waste, while the intelligent layout optimiser minimises excess film usage. Additionally, the automated ink circulation system prevents ink waste and reduces overall chemical usage, cutting down on environmental impact. By integrating smart maintenance features and AI-driven material savings, xTool enables businesses to operate more sustainably, further reducing their environmental footprint.

With sustainability becoming a key concern, how are apparel printing technologies evolving to reduce water usage, chemical waste, and overall environmental impact?

As sustainability becomes a key concern in the fashion industry, we at xTool are committed to evolving our apparel printing technologies to minimise environmental impact. Our apparel printer is equipped with films and inks that have received OEKO-TEX certification, which ensures they meet rigorous ecological standards. This certification guarantees the absence of harmful substances, significantly reducing chemical waste. Furthermore, our advanced printing processes are designed to optimise water usage and minimise overall resource consumption. Through these initiatives, we are dedicated to supporting sustainable practices and contributing to an eco-friendlier future in the textile industry.

What’s next for xTool in terms of innovation in apparel printing? Are there any upcoming advancements or new products we can expect in the near future?

We are currently exploring and researching more apparel-related products with the goal of providing a better experience for small businesses in the apparel industry. Stay tuned for exciting developments!

Published on: 10/04/2025

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.