In 1991 the first thermochromic dyed shirts where created under the brand name Hypercolor by a company called Genera. These color changing shirts became very popular from a TV show called 90210 where some of the main characters wore the shirts in an episode. This exploded sales to $54 million in 1 year.
The problem with Hypercolor shirts that squashed the market was they washed out after only a few washes and would stop changing color if dryed in a hot tumble dryer so the craze died in 1992.
Our company President Karl Clayton of Dyemurex took over re-developing the technology in 2005 to solve the problems of washout and heat damage. After 5 years of extensive research Karl Clayton released the Global Technacolour brand and in 2014 changed the name to Shadow Shifter after a conflict with Technicolour Movie Studios in France.