Death of Hypercolor

Today In History with The Retrospectors

Generra Sportswear, the Seattle-based company that distributed Hypercolor - the T-shirts that changed colour with heat - and declared bankruptcy on 2nd July, 1992.

In a brief three-month span, between February and May 1991, the company sold a whopping $50 million worth of heat-sensitive T-shirts, shorts, pants, sweatshirts and tights, using the ‘Global Hypercolor’ brand in the UK. However, they struggled to meet the overwhelming demand for their products and as a result of mismanagement and overproduction, couldn’t handle their overnight success.

In this episode, The Retrospectors explain how sex was used to sell its products Down Under; consider why the product was a let-down if you lived in a sub-tropical climate, and ponder whether mood rings became ‘the acceptable face of colour-changing’...

Further Reading:

• ‘Why Hypercolor T-Shirts Were Just a One-Hit Wonder’ (Smithsonian Magazine, 2013): https://www.smithsonianmag.com/arts-culture/why-hypercolor-t-shirts-were-just-a-one-hit-wonder-3353436/

• ‘Generra: Hot Start, Then Cold Reality -- Company Reflects Industry's Woes’ (The Seattle Times, 1992): https://archive.seattletimes.com/archive/?date=19920703&slug=1500288

• ‘Generra Hyper Color Shirts - Heat Makes It Happen’ (TV Commercial, 1992): https://www.youtube.com/watch?v=ZXgLR55tx3Y

This episode first premiered in 2023, for members of 🌴CLUB RETROSPECTORS🌴 - where you can also DITCH THE ADS and get weekly bonus bits, unlock over 100 bits of extra content and support our independent podcast. Join now via Apple Podcasts or Patreon. Thanks!

We'll be back tomorrow! Follow us wherever you get your podcasts: podfollow.com/retrospectors

The Retrospectors are Olly Mann, Rebecca Messina & Arion McNicoll, with Matt Hill.

Theme Music: Pass The Peas. Announcer: Bob Ravelli. Graphic Design: Terry Saunders. Edit Producer: Ollie Peart.

Copyright: Rethink Audio / Olly Mann 2024.

Learn more about your ad choices. Visit podcastchoices.com/adchoices