The Covid-19 tie-dye boom is real

Last week, the New York-based fashion company Alex Mill, which traffics in trend-proof button-downs, chinos, and jumpsuits, launched a small collection of one-of-a-kind pieces tie dyed in shades of summer popsicles. Alex Mill’s creative director and cofounder Somsack Sikhounmuong said when it came to styling the collection for photographs, his first instinct was to pair the tie-dyed shirts and jackets with the brand’s solid-colored staples. Then, he had a better idea.

“Why don’t we just start piling tie dyes onto tie dyes, like tee-shirts with the shirts and the scarves?” he asked. “All the colors mixed together, all the patterns mixed together?” The kaleidoscopic styling made for compelling Instagram imagery, and Sikhounmuong said they sold 50 to 60 of the tie-dyed pieces on day one.

“In terms of a small capsule project, we haven’t done those kinds of numbers before,” he told Quartz. The web traffic also paid off in one of Alex Mill’s highest overall selling days of the season.

Read the rest of this story on qz.com. Become a member to get unlimited access to Quartz’s journalism.