American Apparel’s Newest Tee: Hypercolor Redux

American Apparel’s Newest Tee: Hypercolor Redux
Retail
Christine Huang
  • 2 july 2008

Well some of us have been waiting a while for this one: American Apparel has launched a line of Thermochromatic Jersey tees for men and women, a second take on the ceaselessly entertaining color-changing technology (?) made popular by Hypercolor more than a decade ago. We wondered who would be first to rehash the gimmick (and who might succeed at it) -and we’re guessing American Apparel is a perfect fit. AA’s shirts change from faded to dark when heated or cooled, just like Hypercolor’s did. We hope AA came up with a solution to Hypercolor’s flaw – losing their changeability after too many spin cycles. Though we doubt it really matters.

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