I've seen denim that doesn't get wet, clothes that change color based on exposure to sunlight, even clothes with sun protection built into it. These new-age type products are generally more expensive. The challenge for retailers also will be to get consumers to believe that they work.
Quotes about new-age (2 Quotes)
It was kind of what I call new-age basketball. The passing game was just starting with lots of ball movement and player movement. These guys just believed in it, moving without the ball. It was constant motion and everyone was copying UCLA's 2-3 press, and we used it pretty effectively.