Generra Goes from Lukewarm to Hot to Cold


Before the Hypercolor craze of the early 90s, Generra was moderately successful with its selection of men’s and women’s apparel.

Generra Sportswear Co. was founded in 1980 by former Brittania executives.

Between February and May 1991, the company sold a whopping $50 million worth of color-changing, heat-sensitive t-shirts, shorts, pants, sweatshirts and tights.

As a result of mismanagement and overproduction, Generra couldn’t handle its overnight success and declared bankruptcy in 1992. The Hypercolor business for the U.S. market was sold to Seattle T-Shirt Company in 1993, while Generra kept the rights for the international market.