Punch every stitch by hand
No auto-tracing, no batch presets. A person sets each underlay, density and stitch direction so the file runs the way it was meant to.
From a garage bench
It started with a machine that would not lie.
Reza Halloran came up running a commercial six-head — long shifts, tight color changes, and the particular heartbreak of a 5,000-piece run that fills in at the small text. He learned the craft the way you learn it on a shop floor: by ripping out bad sew-outs and re-hooping until they ran clean.
When auto-digitizing software arrived, it promised to do in seconds what took him an hour. What it actually did was guess at stitch direction and density — so fabric puckered, satins rippled, and anything under a quarter-inch turned to mush. He spent more time fixing those files than punching from scratch.
So in 2009 he set up a single used machine in a one-car garage and started taking in other shops' overflow, on one condition: he would punch every file by hand and stitch a real sample before sending it back. The proof was always the cloth, never the screen. That habit became the name.
A render never puckered. Fabric tells the truth — so we sew it first.