The letters are stuck. It comes with a foul odor that never goes away but gets weaker. I placed the letters where I wanted (on the denim jacket), covered them with a towel or rag, and then pressed the iron until they stopped rising. I would say 2-3 minutes before each section to be safe. (edit) This is for a special occasion not meant to be worn every day as some of the letters have started to peel off a bit but I believe it can be fixed.
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