A Fad to Dye For: The Brief Life of Hypercolor Clothing
There's something counterintuitive about a clothing line for young adults that could exhibit outward signs of embarrassment. A shirt, for example, that changes color as a person sweats would seem like something no teenager would want to wear. Yet apparel company Generra struck gold with Hypercolor, their line of thermochromic apparel dyed with a patented process that allowed the cotton fabric to react to spikes in the wearer's body temperature.
It wasn’t just sweat. If someone placed their hand on the shirt, they would leave a handprint that looked almost irradiated. Hugs would deposit lines of color across backs. Even breathing on the fabric caused it to change color. It was interactive “mood” clothing, and for a brief period of time in 1991, it was one of the hottest trends in apparel.
Products that respond to the wearer's emotions or behavior are not a new concept. In 1975, a “mood ring” was introduced that purportedly changed color based on the user’s temperament using a heat-sensitive liquid crystal. Soon after, mood lipsticks began appearing in cosmetics aisles. Freezy Freakies, a line of winter gloves with images that materialized in cold weather, gripped the nation in the 1980s.
Freezy Freakies used thermochromic ink, a methodology that was similar to how Hypercolor clothing managed to change appearance. Generra, which was founded by former executives of the Brittania clothing label in 1980, struck upon the idea after coming across a process developed by Japan's Matsui Shikiso chemical company. First, a permanent dye would be used on a cotton garment—blue, for example. Then a thermochromatic dye would be added, with microcapsules bonding to the fabric. That dye would typically be made of leuco dye, which can appear colorless, along with acid and dissociable salt dissolved in a fatty alcohol named 1-Dodecanol.
The 1-Dodecanol is solid at temperatures below 75.2 degrees Fahrenheit. Above 75.2 degrees, it reacts with the salt, causing the previously colorless leuco dye to take on a new color based on light absorption and reflection in the fabric. If the leuco dye is yellow and the shirt is blue, the warmed spot will appear to be green.
Naturally, few kids cared much about the science behind it—they just knew their T-shirt could change colors. Generra became the exclusive licensee of the Hypercolor technology in the United States and began a heavy promotional campaign in late 1990, blanketing MTV and teen magazines like Seventeen and Thrasher with print ads for the color-shifting apparel that read: “Hypercolor, hypercool.”
The marketing assault created heavy anticipation for the official debut of Hypercolor in January 1991. Available at retail locations, the clothing typically bore the Hypercolor insignia or no logo at all. Prospective buyers could sample the thermochromatic action in stores. Even better, they could do it in schools, where kids who had bought the shirts walked the hallways and acted as living billboards for the line.
“Everybody was touching it and breathing on it and stuff and trying to get it to change colors,” Courtney Signorella, a 12-year-old customer and student at Fort Myers Middle School in Fort Myers, Florida, told the News-Press in July 1991 of her classmates' reaction to her Hypercolor gear. The clothes also changed color in air conditioning, under the sun, and during exercise.
Steve Miska, Generra's chairman at the time, dismissed concerns the clothing could be a potential neon sign of nervousness. After testing the garments on his own employees, he felt the color changes in armpits were blotchy and not terribly noticeable. Even though they made shorts and jeans, there was no apparent issue with any kind of discoloration in groin areas. For a potentially controversial piece of apparel, Hypercolor got by without a scratch.
The only problem? Generra underestimated just how enthralled people would be. The company projected $20 million in sales for 1991. By April of that year, they had sold $50 million in Hypercolor items, from shirts ($24) to tank tops ($15) to shorts ($34). A spin-off line, Hypergrafix, used images that would appear with a temperature spike. All told, the company did $105 million in wholesale revenue for that year, over five times what they had anticipated.
But Hypercolor's success came at a price. There was a shortage of the dyes used, and a backlog of orders that needed to be filled. Generra added employees and new manufacturing facilities in their home base of Seattle but wound up meeting only half of the demand. By the time production ramped back up, consumer enthusiasm for Hypercolor was beginning to wane.
After the initial novelty of seeing handprints or color changes wore off, the shirts weren’t much different from other apparel in closets. And if the fascination for the clothing didn’t fade, the dye soon did. Repeated washings or drying in machines (which wasn’t recommended) frequently diluted the reaction, turning the clothing into a purple-brown oddity. Younger buyers were also gravitating toward licensed sports apparel, like NBA shirts, as well as fashion trends offered by outlets like the Gap.
“There’s nothing trendy about Hypercolor,” Miska told the Chicago Tribune in 1991, at the height of the product's popularity. Little did he know how true those words would soon become.
By 1992, the fad was over and Generra declared bankruptcy, selling off its screen-printing plant and licensing a company named Seattle T-Shirt to make Hypercolor apparel for an increasingly shrinking consumer base.
Heat-reactive clothing has never disappeared entirely. In 2008, a number of manufacturers, including American Apparel and Puma, tried to resurrect the style with shirts, dresses, and sneakers. Currently, a line of clothing under the brand name Shadow Shifter has taken up the baton, offering shirts and other products that react to both temperature and water. Hypercolor was a thermochromatic flash in the pan, despite Generra’s optimism.