As L.A. Times writer Erin Weinger declared earlier this month, Hypercolor is hot again. This appears to be the case, just like the colors that appear when the garment-wearer's temperature rises. A recent Google search shows over 8,000 matches for people talking about American Apparel's Hypercolor inspired Thermochromatic Sheer Jersey T-Shirt.
But there is more to this reappearance. The Hypercolor fad was a piece of clothing that was both popular and personal; its special effects allowed it not only to appear different on everyone, but appear different every time worn. American Apparel's reintroduction seeks to capture 90s nostalgia in ways that keep with their style of simple unbranded clothes. At the same time they are slowly moving away from embracing the previous generations retro styles turning them into classic.
If soon American Apparel separates itself from Urban Outfitters by selling it's customers their own youth back to them instead of the youth of their parents, then so be it.
But there is more to this reappearance. The Hypercolor fad was a piece of clothing that was both popular and personal; its special effects allowed it not only to appear different on everyone, but appear different every time worn. American Apparel's reintroduction seeks to capture 90s nostalgia in ways that keep with their style of simple unbranded clothes. At the same time they are slowly moving away from embracing the previous generations retro styles turning them into classic.
If soon American Apparel separates itself from Urban Outfitters by selling it's customers their own youth back to them instead of the youth of their parents, then so be it.
No comments:
Post a Comment