Goal Line Embroidery and Screen Printing is locally owned, and owner operated.  Owners Michael Rodriguez and Terri Labrada put together a business to operate for the needs of the local businesses, and people of Key West.

With over 30 years of experience in the custom printing industry, Michael and Terri provide Key West natives, locals, and businesses quality, volume, custom embroidery, and screen printing services.

Goal Line provides services that would normally be difficult to obtain in Key West – being  so far away from mainland Florida.  Goal Line is  unique in that they are able to provide personal one-on-one branding customer service for your business needs, your personal needs, and the unique needs of Key West.

Terri Labrada

When you come to Goal Line, more likely than not, Terri Labrada will be there to greet you when you walk in. 

Terri is often at the front of the house managing artwork and paperwork to create local creations. 

There are many steps from conception to printing. 

Getting artwork ready, choosing the right garment, to determining thread/ink color, and samples for new designs. 

Custom printing on garments takes the time, years of experience, and patience  that Terri and Michael have.

Michael Rodriguez

As an owner operated business, Mike manages the back of the house.  Mike is Key West’s biggest Conch Fan.  If you ever have the opportunity to poke your head into the back room, you’ll probably hear music blasting, the buzzing of sewing machines working, and Mike knee deep in Conch creations.

Goal Line provides the local community with their own ‘fans of Key West’ original Conch designs.

No one understands, more than the fans, what a big support – by the local community – it is to support local teams and the local high school starts with wearing a Conch design shirt in our traditional school colors, red, grey, and white.


To provide services and apparel with embroidery, screen printing, and digital printing for businesses, events, and personal needs.