Justin Pate looks like any other student in the wrap class.
Dressed in a vibrant pink-and-black sports car T-shirt, Nike sneakers, ballcap and jeans, he exudes a laid-back, almost unassuming vibe—like someone who just wandered in for a coffee and a casual lesson. Soft-spoken and deliberate, his voice barely rises above the din of the workshop around him, which gradually increases as more students shuffle in.
But don’t be fooled. Pate is not here to take notes; he’s here to lead. And as one of the industry’s top vinyl-wrap trainers, he’s about to show this class of aspiring installers—all attending Avery Dennison’s Supreme Wrapping Film Workshop in Copiague, New York—how to transform a vehicle with precision, skill and the expertise of a seasoned pro.
Justin Pate leads Avery Dennison’s Supreme Wrapping Film Workshop in Copiague, New York.
From Dreams of Flight to Mythology and Football
Pate’s journey to becoming a world-class wrap trainer didn’t happen overnight. Before commanding the attention of eager students, Pate spent years mastering the craft, honing his techniques, and building a reputation as one of the most respected names in the industry.
But before he got into wrapping vehicles, Pate wasn’t entirely sure what he wanted out of life.
“When I was in elementary school, I wanted to be an astronaut,” says the 52-year-old Boise, Idaho, native, grinning as if tapping into an old childhood dream of space travel. But as he grew older, his ambitions veered closer to Earth.
In high school, Pate set his sights on becoming an airline or jet-fighter pilot. His dedication and talent earned him acceptance into the Air Force Academy, a prestigious path for any aspiring aviator. However, the long commitment made him reconsider. Instead, he chose a different course, enrolling at Willamette University in Oregon to study mythology, an unexpected but profoundly intriguing shift.
Pate was a two-time All-American wide receiver at Willamette University.
While at Willamette, Pate’s competitive spirit found another outlet—football. He excelled on the field, earning the honor of being a two-time All-American at wide receiver.
“I think I could have played in the NFL,” says Pate. In fact, he even had the opportunity to try out for the then-San Diego Chargers, but ultimately declined.
After college, Pate felt the pull of something entirely new—New York City.
Growing up with Big Apple influences like poet Jack Kerouac and musician Patti Smith, Pate—along with most of his friends in Boise—agreed that New York City was the place to be. “If you really want to prove yourself as a person, you gotta go to New York.”
Without hesitation, he packed up and made the move, diving headfirst into the energy and unpredictability of the city.
“Best thing that’s ever happened to me,” he says, reflecting on how that decision shaped the next chapter of his life.
A New York Minute: Discovering the Wrap Industry
While living in New York, Pate thought he might try his hand at writing a screenplay and, like many starving artists before him, sustained himself while bartending. But fate had other plans. One night, he met someone who did something called “wrapping.” His new acquaintance was impressed by Pate’s work ethic and asked him to join his team. Intrigued, Pate gave it a shot.
“This is pretty cool,” he remembers thinking. And it only got better. The job introduced him to major wrapping accounts in Manhattan, like F.A.O. Schwartz, where he wrapped windows; Rockefeller Center, where he wrapped barricades; and Time Warner, where he wrapped entire buildings. It was exciting work, but there was one big problem.
“I was going months without getting paid,” Pate recalls. Despite his growing love for the wrap industry, he eventually quit because the business he was with was poorly run.
Then, a few months later, the unexpected happened. He got a call from the same acquaintance. “I have a van to wrap. Do you want to wrap it?” The question caught him off guard. He had never wrapped a vehicle before, but something inside him told him to say yes. He took on the challenge—and he ended up loving it.
“If I never got that phone call, I would’ve never gotten back into the industry,” he says. And the rest, as they say, is history.
Breaking Into the Business, One Wrap at a Time
Cutting his teeth on primarily commercial fleet vehicles, like Ford cargo and Chevy Astro vans, Pate began building significant experience in an occupation with few experts. One of his most memorable jobs was for the late hip-hop artist Christopher Lee Rios, better known as Big Pun.
“It was the first time I wrapped a car by myself, and I was super scared,” says Pate, of the Chevy conversion van he was tasked to wrap for the burgeoning New York City rapper. Because he was working alone, and not with other installers, the job took over 14 hours, but he found it to be fascinating work.
Pate works on an early wrapping project.
Eventually, Pate caught on with a place called S&S Graphics in Manhattan, and it was there he learned to refine his wrapping skills. Working alongside seasoned professionals and gaining hands-on experience with a variety of projects, the company provided a structured environment where he could further hone his craft. After that, his reputation as a skilled installer began to spread. And spread it did.
By the middle of the 2000s, Pate had wrapped over 2,000 cars, averaging almost 200 a year. He was a highly successful wrap installer in New York City, managing five major accounts and enjoying a stellar reputation in the industry. But then, something happened that completely altered the trajectory of his life.
A Leap of Faith
In late 2004, Pate met his future wife, Beertje, a native of the Netherlands. The two fell in love, married, and were soon expecting their first child in late 2006. But Beertje wanted to return home to Amsterdam to raise their family. And Pate agreed.
“I never even owned a passport,” he recalls. “It was exhilarating, but completely scary.”
At 34 years old, Pate made the move to the Netherlands, full of hope and expectation. He had built a strong reputation in the U.S. as a wrap master, and assumed that would carry over seamlessly to his new home. But reality quickly proved otherwise.
“I wouldn’t say it was arrogance, but more naivete,” Pate admits.
Pate, with wife, Beertje, and daughter, Tigerlily.
For the first two months, his phone remained silent. The clients and contacts he had cultivated in New York City were now thousands of miles away, and the European market was unfamiliar territory. Without work, doubt crept in.
“What have I done?” he thought as the weight of his decision pressed down on him. The excitement of the move had given way to the stark reality of starting over in a new country.
But Pate wasn’t one to give up easily. The same determination that had driven him to become a sought-after installer in the U.S. would soon push him to carve out a new path in the Netherlands.
A Passion for Teaching
Determined to find his footing, Pate started reaching out to European manufacturers, hoping to secure work. His persistence paid off when one company, 3M, responded. A quick lunch meeting was all it took for 3M to see his potential. Impressed with his skill and experience, 3M connected him with shops across Europe in need of expert wrap installers.
At the same time, Pate found himself benefiting from an unexpected source of income. In 2006, before he moved abroad, he created an educational DVD titled “Speed Wrap Extra.” Interest in vehicle wrapping was growing and the idea was sparked by a friend who recognized Pate’s natural ability to teach.
“He told me I had a knack for it,” Pate says.
While the DVD brought in some money, it wasn’t enough to sustain him. “The first year in Amsterdam I made only $18,000,” he says. Fortunately, he had saved a significant amount before making the move, which helped keep his family afloat.
But now, the idea of teaching had taken root, and Pate decided to explore it further. While living in Amsterdam, he created another instructional DVD, “Vehicle Wrap Installations.” This time, the response was overwhelming.
“That really put me on the map,” he says.
With newfound recognition and a growing reputation in Europe, Pate’s career was again gaining momentum. What started as an uncertain leap into the unknown was now shaping into an exciting new chapter in his journey.
Bridging Two Worlds: The Path to The Wrap Institute
By 2008, Pate was no longer just recognized as an elite installer—he had also established himself as a sought-after trainer. His expertise led to teaching opportunities with 3M in Europe and Mutoh in the United States, all while continuing to take on wrap installations across Europe.
For two years, he lived a whirlwind existence, balancing both worlds. “I’d get home to Amsterdam after a week in the States, kiss my wife and daughter, Tigerlily, then go right to work as an installer,” he recalls. The relentless pace, however, was unsustainable.
“You can’t do both,” he says, almost exhaustedly, acknowledging the difficulty of maintaining an acceptable work-life balance.
This nonstop immersion in the wrap industry gave Pate a unique perspective on the differences between the European and American markets. “Europe was all about quality. America was all about efficiency,” he explains. Understanding both approaches made him an even stronger trainer, allowing him to refine his techniques and better serve his students.
Pate stands proudly in front of a cement truck he helped wrap.
His experience producing instructional DVDs also proved invaluable. By merging the meticulous craftsmanship of Europe with the speed-driven efficiency of America, Pate discovered his “sweet spot” as an educator—bridging the gap between two worlds and revolutionizing wrap training.
By 2014, Pate took his passion to the next level with the launch of The Wrap Institute. What had started as a personal journey to refine his skills had now evolved into the world’s leading online resource for wrap training—shaping the careers of installers across the globe including, hopefully, the dozen or so students in Avery Dennison’s Supreme Wrapping Film Workshop, which recently took place one chilly March morning in New York.
Lessons from a Master
After an hour of introductory material and an explanation of basic tools, Pate taps into his 30 years of wrapping experience and puts on a show. His hands—arguably the best tool in his arsenal—slice through pieces of vinyl like a warm knife through butter, as he begins to turn a plain white Chevy Malibu into a sleek, matte gray masterpiece.
He deftly demonstrates the difference between directional and non-directional films, ensuring the class understands how to maintain consistency in color and texture. “If you don’t pay attention to this, you’ll end up with panels that look like they belong on two different cars,” he explains, guiding students through the nuances of material selection.
Then he breaks down the science of surface energy and why it’s crucial to wrapping. “High surface energy, like gloss, allows for better adhesion, while lower energy film, like matte, can lead to possible problems like tearing,” he says, emphasizing proper prep work. “Get this part right, and you’re saving yourself a world of trouble later.”
Pate helps students refine their skills during Avery Dennison’s Supreme Wrapping Film Workshop.
Pate doesn’t just teach the basics—he shares the trade secrets that separate good wrappers from great ones. The room watches in awe as he unveils his “super techniques”—moves with names like “The Palm,” “The Shimmy,” and “Triangles.” These techniques, he explains, are the keys to wrapping efficiently, minimizing waste, and ensuring a flawless finish.
By the end of the day, the once-intimidated group of novice installers is confidently applying what they’ve learned, wrapping doors, hoods, and fenders on a lineup of vehicles. Pate, like a proud father, walks from student to student, offering encouragement and small corrections, reinforcing the lessons of the day.
As the sun dips and the workshop winds down, it’s clear this class has walked away with more than just technical skills—they’ve gained the confidence and knowledge to take their craft to the next level. And Pate? He remains the same—calm, deliberate, and unassuming—just a guy in a sports car T-shirt who happens to be one of the best in the world at what he does.
Pate masterfully wraps the fender of Chevy Malibu.
