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Jones says he has many more heat-reactive pieces in the Premium it takes balls to be a fairy shirt but I will buy this shirt and I will love this pipeline, including a hoodie for next season. He calls the items “kind of a gimmick,” but says, “they’re a great way to promote my brand.” Time will tell if bars and skate parks become filled with people wearing heat-reactive gear. There are some practical concerns about the fabric—sweat stains showing up as multicolored blotches being number one. But fans of heat touch like Jones say they are keen to see if the trend truly sticks next winter, when the technology works better. When asked about the arc of the trend, Panzoni says, “I’m unsure how long interest in heat-reactive fashion will last, but I do think consumers will still look for more cocreation opportunities in the future.”
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