South Deerfield resident takes ‘leap of faith’ with full-time printing business

SOUTH DEERFIELD — While Dead Eye Prints, a company that produces customized T-shirts, posters and patches out of Alex Noonan’s basement, may look modest from the outside, Noonan went through a lot to get here.

Noonan started her company in 2017, making T-shirts out of her apartment’s kitchen in Hadley. Screen printing was something she first learned at the New Hampshire Institute of Art. She fell in love the medium.

Noonan, tired of her IT job, dreamed to be able to focus full-time on her printing business. Noonan quit her day job and started her own company, River Road, in South Deerfield.

Part of Noonan’s career change involved saving up to buy an expensive piece of equipment called a direct-to-garment printer, or DTG.

“Buying this meant I could never turn down an order,” Noonan said, elaborating that her DTG can print infinite colors and on a variety of products including hats and shoes.

Noonan said she enjoys screen printing but it takes too long and can be error-prone.

“Screen printing is time-consuming and frustrating,” she said.

Also, Noonan worked in New England for several printing firms before she opened Dead Eye Prints. Most of these were run by men. She also felt that working for male bosses was not something she enjoyed, and decided to open her own company. She hopes to one day run a shop with employees where she may cultivate a less stressful work environment than the ones she’s experienced, and where she can offer classes to share her skills with others.

Western Massachusetts residents have embraced her “leap of faith,” Noonan said.

“There is excitement and appreciation to have a local artist doing this work,” she said. “When you order from large companies, you have no clue what the quality will be.”

She said that her equipment was of high quality and that she put a lot effort into every product she creates.

“I’m an artist,” she said. “I want stuff to look good.”

Noonan stated that her work is unique because anyone can approach her with an idea. She will also work collaboratively with customers to create designs for T-shirts. There is no minimum order, unlike some printing businesses.

For more information, visit deadeyeprints.com.

Bella Levavi can be reached at 413-930-4579 or [email protected].