The return of hypercolor

Dina is StyleFeeder's resident marketing goddess and shopping addict, who will keep you up to date on what's new and hot with the StyleFeeder community.

Ah, why is it that the trends that recycle are never the right ones for me? I’ve been catching up on Season One of Mad Men and coveting the full skirts, nipped waists and va-va-voom silhouettes of the late 50s and early 60s. But instead, the latest clothing craze to make a reappearance hails only from the early 90s (isn’t there a rule that you have to wait at least two decades before bringing back a fad?)

I vaguely remember hypercolor shirts — clothing that changed color, depending on your body heat — from my high school days, though I don’t remember them being particularly in vogue with upperclassmen. It must have been the middle schoolers running around trying to collect strategically placed handprints from the opposite sex. To refresh your memory, check out this ad from Gennara, the now-defunct makers of the “Meta-morphic Color System”.

American Apparel has reintroduced the hypercolor t-shirt, and from the glowing reviews on their site, it seems to be a hit:

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Posted July 29, 2008 in News