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VISIONNAIRE 26
WASHED AND
DYED TREND
The Character Gap
Here's what happened: the market perfected
the blank. Perfect consistency, perfect colour
matching, perfect repeatability across
thousands of units. Which is exactly what
procurement departments wanted –
but it’s not what people want to wear.
Customers are looking for pieces that feel like they have
history; that look like they've lived a little – not products that
scream ‘corporate merch drop’ the second they come out
of the bag! Washed and garment-dyed pieces feature this by
presenting an attractive, worn-in look from day one.
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WASHED
HOW WASHED
AND DYED ACTUALLY
WORKS
Garment dyeing means the piece is cut, sewn, then dyed as a complete garment.
This creates natural variation: shade differences, slight shrinkage variation, a character in the fabric that piece-dyed goods can’t replicate.
Washing processes soften the fabric and remove stiffness to createthat lived-in drape.
VINTAGE WASHED
WHY WASHED
WORKS
It looks expensive
Garment dyeing costs more, takes longer and creates variation that comes across as craft, not inconsistency. Each piece is genuinely ‘one of one’.
It immediately feels different
The washing process soften the fabric, gives it drape and removes that stiff, newgarment feeling to create products which feel like favourites from the first wear.
It’s better, photographically
That slight variation in wash, those subtle tone shifts – it photographs well, Instagram-ready, straight out of the warehouse.
It commands premium pricing
A washed tee sells for more than standard; and customers don’t push back, because they can see it’s different.
Decoration pops harder
The slightly distressed, lived-in fabric makes fresh decoration stand out more.
