Each stitch loops through the one before it, forming a chain on the surface. Chain stitch embroidery runs on dedicated machines rather than standard multi-head embroidery machines: older hand-guided machines that an operator steers like drawing with thread, and newer computerized chenille and chain stitch machines. Filled areas are made by spiraling or rowing the chain, which gives a distinctive ridged texture.
The look suits script lettering, line art and retro patches. It feels softer and more organic than standard machine embroidery and reads clearly from a distance. Because it is formed from one continuous thread, a broken or pulled loop can let a section unravel unless the ends are secured.
Fewer shops run chain stitch machines, so lead times and minimums can differ from standard embroidery. Ask for photos of real work and how the fills will be laid out. See flat, puff and chain stitch.