Hypercolor

I remember seeing Hypercolor shirts down at the Jersey shore the summer they came out. Like a lot of people, I wanted one. By the time I actually got a shirt that Christmas, a few months later, the trend was already fading. I might not have been timely, but I didn’t care. Watching the color spread out under my own hand still felt like something out of the future. It turns out that I wasn’t alone in being late to the party with Hypercolor. These shirts only had about a year of shelf life in their original form. But like many other products that were short-lived, they never really disappeared. They just changed into something else.Hypercolor got its start in Seattle at a company called Generra Sportswear. Generra was founded in 1980 by former executives from Brittania Sportswear. That company that had turned Seattle into the country’s jeans capital during the 1970s, but is hardly talked about today. Generra had that company’s expertise and grew quickly expanding rapidly in the early 80s…