It has applied advanced printing technology to be able to print with greener, water-based ink and higher quality paper.

Since the early 1990s, inkjet technology and specially developed water-based ink (known as dye-sublimation or disperse direct ink) has offered the possibility of printing directly onto polyester fabric.

Some decisions, such as their use of recycled card and water-based inks, do come at a cost, but one that makes sense, he says.

Available in two sizes, 45cm square and 60cm x 40cm, they're made using water-based inks on unbleached fabric.

Very few companies continue to use water-based inks on their shirts.