Over the years, Hybris Productions has built one of the largest licenced artwork collections in Europe, with access to more than 15,000 logos, images, and designs from movies, entertainment brands, and popular culture. The company has adopted Kornit’s direct-to-garment (DTG) digital production technology to scale licenced apparel manufacturing with greater speed, design flexibility, and on-demand production capabilities supporting retail and e-commerce growth.
Founded more than 22 years ago and based in southern Sweden outside Malmö, Hybris Productions specialises in officially licenced apparel merchandise including T-shirts, sweatshirts, and caps. The company serves brands, retailers, and direct-to-consumer e-commerce channels across Europe.
As Hybris’ licenced portfolio expanded, traditional screen printing limited speed to market and design release volume.
‘With screen printing, we were restricted in how many designs we could release,’ said Peel Olson, Founder of Hybris Productions. ‘Going digital meant we could release hundreds of designs instead of just 10.’
Hybris was among the first companies in Sweden to experiment with DTG technology nearly two decades ago. While early digital systems offered promise, they also introduced operational challenges, including complex pretreatment processes.
Kornit’s DTG production platform enables high-quality output at industrial speeds while simplifying production workflows. ‘Kornit Digital removed the part I disliked the most about DTG: the pretreatment,’ Olson explained. ‘What I saw was a machine that could print at the speed we needed, around 100 T-shirts per hour, while delivering the quality our licenced brands demand.’
Following installation, production ramped faster than planned, reaching stable daily output within months. By mid-summer, the system was running 6–7 hours daily, with plans to extend to 10–12-hour shifts during peak seasons.
Hybris operates a dual business model, combining direct-to-consumer e-commerce with short-run wholesale production for online and physical retailers throughout Europe. Through its direct-to-consumer platform, customers can order individual garments printed on demand. At the same time, retailers rely on Hybris for licenced merchandise produced in runs of 25 to 100 pieces, enabling fast replenishment without overproduction.
‘The speed and quality is fantastic,’ Olson added. ‘And the reliability allows us to serve both private customers and retail partners with confidence.’ As a designer-led company, creativity sits at the heart of Hybris’ offering. ‘I’m a designer from the start,’ said Olson. ‘With Kornit Digital, we’re not limited by colours or small details anymore. We can let creativity flow.’
Today, Hybris releases approximately 100 new designs every week, supported by its extensive licenced artwork library. This positions the company for sustained growth while maintaining an agile, on-demand production model.
By integrating Kornit’s digital textile production into its manufacturing ecosystem, Hybris has built a flexible production environment supporting mass customisation, short-run retail production, and on-demand e-commerce growth.
‘Hybris Productions is a strong example of how licenced merchandise producers can expand design offerings and on-demand capabilities while operating in a more responsible and efficient production environment,’ said Guy Yaniv, President of Europe at Kornit Digital. ‘By integrating digital textile printing into their production ecosystem, Hybris has created a flexible model that supports creativity, responsiveness to market demand, and more sustainable manufacturing practices. We wish them continued success as they grow their business and design portfolio across Europe.’
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