November 26, 2012, 2:59 PM School spirit

Shoppers get a realistic view of how apparel will look with school logos added.

Don Davis

Editor in Chief

Lead Photo lets fans put their favorite school and college logos on 1,200 items, including T-shirts, sweatshirts, caps, polo shirts, warm-up suits, even pajamas. The site stands out for the way it provides a realistic view of how each item will look as a shopper customizes it with a particular school logo, his name and year and other graphics. The e-retailer’s photographers and developers collaborate to display each image with contours, volume and shadows, so it doesn’t look like an image generated by a web site. “We’ve done a lot of work to make that overlay look real, as if it isn’t a dynamic image but in the warehouse with that printing,” says Chad Hartvigson, founder and CEO of parent company Sportswear Inc. Every item is made to order and ships in four business days, Hartvigson says.


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