Clothes were for a long time a virgin market for the fancy color-changing phenomenon. Generra cashed on this novelty with this startup fashion that ensures it a respectable place in the fashion industry. These clothes were marketed under the brand name 'Generra Hypercolor' or 'Generra Hypergrafix', in America. This unique brand of cloths was manufactured, by Generra, which is now owned by Public Clothing Company, based in the United States.

Generra was mainly into the production of T-shirts and shorts that had a special quality to change colors in the presence of heat. This was made possible by the thermochromic pigment developed, by Matsui Shikiso Chemical, of Japan that had the ability of changing color when affected by temperature. The color changes of the Hypercolor clothes were based on the combination of the dyed fabric and the color of the thermochromic dye.

The T-shirt and shorts by Generra caused quite a craze in the 1980s. They were available in different colors. Kids who wore these t-shirt when touched by their peers on the shirt left their palm impressions on the t-shirt. Even the heat of one's breath changed the color of the cloth. This fancy feature of the t-shirt made this brand very popular and was widely accepted among teenagers.

The Hypercolor T-shirts are now re-launched by different companies in the market these days. It has become a cool style statement to wear Hypercolor T-shirts. They are avilable for men, women, and kids, and come in a variety of colors and designs.