Sequestered Americans are buying tie-dye apparel and creating their own DIY looks at record rates during the coronavirus outbreak.
At Pinterest, searches for topics like "tie-dye techniques videos" have doubled in the past five weeks, while queries for "bleach tie-dye" and "tie-dye crafts" are each up 13 times the amount they were in the same period last year. A week later, I was basically living in my blue tie-dye sweatshirt. Turns out I wasn't alone — tie-dye is back in a major way, and experts say its part of a larger cyclical historical trend that shows Americans reach for the classic style during times of unrest. In other words, in times of turmoil, tie-dye thrives. How 'nostalgic fashion' reemerges during times of turmoil
In response, fashion brands have been quick to capitalize on the tie-dye boom, particularly those in the highly sought after athleisure and loungewear category. In the past week alone, brands ranging from Everlane — which just debuted tie-dye masks — to Chico's have rolled out fresh colorful tie-dye styles, and Instagram continues to be laden with sponsored posts for matching tie-dye loungewear sets from online retailers like Lulu's and Romwe.
Tie-dye has also been especially popular among resale companies like Poshmark, which have seen massive growth in sales for the style. According to Poshmark data provided to Business Insider, listings and purchases for tie-dye apparel increased by 75% for women and 100% for men during the months of March, April, and May compared to the same period last year.
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