IN PERSON

HAYDEN - With a name for his business like "Atomic Threads," it's no surprise where Andrew Willis finds inspiration.

Go back to World War II and "The Manhattan Project."

"They took something from the idea stage to actually developing what they needed, building the tools, to make what they were trying to make," he said.

"We've done that here. We're a Manhattan Project-inspired operation," he added. "We literally have all kinds of inspiration from that."

While The Manhattan Project under the direction of Major General Leslie Groves resulted in the first atomic bomb during World War II, they aren't making any explosives at 2195 W. Dakota Ave. in Hayden.

What they are producing is custom embroidery and screen printing, mainly on apparel such as T-shirts, sweats and caps. But their work can wind up on luggage, safety gear, boats and cars.

"Anything that you want your company logo on, just something fun for a family reunion, events, shirts for races," Willis said. "Anything you could possibly want on a shirt."

The owner of the three-year-old business has guided it to strong growth based on a simple principle: Quality.

He speaks often of a meticulous and methodical approach.

"We are all about quality and service," he said, smiling. "We should have a sign made for that."

Willis, 29, often asks customers about their focus - quality or rock-bottom prices.

If they want to save the most money on their order, they might want to consider a business other than Atomic Threads.

"You can look for it, and you can find it cheaper anywhere," he said. "The real trick is, finding real quality work and someone that will follow through and actually do it. That's our lot in life. That's why we're here."

The Hayden man and California native talks about building relationships with people and referrals in his business. He speaks of sales of more than $300,000 last year, a 60 percent increase over 2010. He repeatedly credits Atomic's success to the staff of five and a commitment to excellence.

Atomic has customers at local, state and federal levels, even as far as Dublin. Orders range from a single item to a thousand pieces. Clients are families, recreation departments, small businesses and corporations. Products are, Willis says proudly, made in America.

He returns to the Manhattan Project and speaks of a book he read, "Now It Can Be Told: The Story Of The Manhattan Project," by Groves.

"It's really inspiring, all the things this guy had to keep under control," Willis said, noting that Groves managed resources, personnel, innovation and speed.

"That's the way it's been around here. We have to make these things work, now, like yesterday," he said.

So what's your secret to success?

We stick to what we do. We use the latest and greatest technology We put in the time, money, sweat and tears to figure it out. It's kind of hush-hush stuff. We do it that way. That's how we get the quality that we get.

Has it gotten any easier?

Nothing is automatic. It's literally one piece at a time, by hand. These guys have done all of that. They've helped build the work flow up.

What can you say about the group picture of your staff?

We always wear red shirts on Friday, support our troops.

It looks like Manhattan period photos. Everything is clean, tidy, the flag in the background, equipment on both sides.

How big is your shop here?

Fifteen hundred square feet. It's not the biggest shop in the world. We keep it going, night and day, literally.

How busy are you?

It slowed down after Christmas. Summer is just crazy, we literally work over three shifts, nonstop.

How many hours do you put in?

Seventy-five in the busy season, 50 hours a week now.

Are there some late nights?

We were recently here until 2 a.m. Sometimes it's necessary.

Is this a difficult business?

This is a tough business to be in. It's cuthroat. Margins are slim. Efficiency, consistency. Consistency means quality.

What led you to this field?

I've always been into drawing, painting, anything creative I've been naturally inclined toward. I went to college, took classes, learned methods of screen printing, etching, engraving, basics. I took one look at screen printing and embroidery and saw the potential for making artwork. It had more possibility for just doing cool stuff than any other process.

I taught myself from that point how to do it. I decided I could can get a job doing this, I can get paid doing this, and learn the job. That's what I've been doing ever since.

It's been completely my dream.

What do you like most about what you do?

Every job is something different. It presents a new challenge in some way. It's never, ever routine. New person, new art, process. It's really actually complicated, the stuff that we do. There's so many steps to it.

We make it easy for customers. We like to do all the work so it's a simple process for them and whatever that entails, we'll figure it out. We'll do exactly what you need.

Do you ever get to just sit back and relax at work?

Nothing happens unless we do it. These guys have put in some major, major efforts. When we started, it was right when the economy was going in the toilet, we felt a huge impact. It was almost panic mode at that time. Do all they can, as quickly as they can, as best as you can. Even now, rarely does a day go by when we're not faced with something new, overcoming challenges.