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Hi JEC, welcome to the T-Shirt Forums!
There are definitely varying qualities of heat transfer paper. The kind you get at Walmart is generally for home/hobby one-use type shirts. You want the professional grade stuff that is for resale printing.
You can find lots of information about Heat Press and supplies in the Heat Press category of the forum here: http://www.t-shirtforums.com/forumdisplay.php?f=15
There are definitely varying qualities of heat transfer paper. The kind you get at Walmart is generally for home/hobby one-use type shirts. You want the professional grade stuff that is for resale printing.
You can find lots of information about Heat Press and supplies in the Heat Press category of the forum here: http://www.t-shirtforums.com/forumdisplay.php?f=15