About a month ago in a similarly-named post about GoSmile White, I yammered about "Corporate-sponsored colors" (like Tiffany Blue, UPS Brown and Target Red) and suggested their rise is due to the fact that we are running out of inanimate objects (a la "peach" and "avacado") to name colors after.
Well, methinks me worried too much, too soon. Over in Paris (where else?) Jean-Gabriel Causse's uber-hip Bluebretzel has expanded the parameters of the rainbow by producing high-end cotton/cashmere t-shirts in unique hues such as "Mona Lisa's Eyes Brown," "Caviar Kaspia Beluga Caviar Black" or "Earth Blue as Seen by Apollo 17."
This ain't no mere gimmick; the company painstakingly researches and matches the pigment of these iconic shades in a highly-complex, significantly scientific manner (check it out at left).
The end result is a t-shirt that sells for 60-75 Euros (depending on long or short sleeves), and is generating all sorts of buzz in the fashion world.
More importantly, a la Nudie Jeans, Causse (whose background is one of advertising, not fashion, go figure...) is breathing new life into a commodity product. Not since Dov Charney's "Made in L.A./Sweatshop-Free" American Apparel has there been such a compelling "story" to tell about the lowly t-shirt. When was the last time you bragged about yours?
Even more kudos to Causse--the Bluebretzel website not only explains the details of his color search, but is home to perhaps the friendliest, most intuitive and store-replicating shopping experience on the web. Worth every minute of your time to check it out.
Better save up, though...