4min chapter

Choiceology with Katy Milkman cover image

Rebroadcast: Silver Linings: With Guests Annie Duke, Kassia St. Clair & Adam Grant

Choiceology with Katy Milkman

CHAPTER

William Perkins' Mauveen Dye

William Perkins' attempts at synthesising Quinine had failed, much to the disappointment of Professor Hoffman. But where others may have seen failure, William saw an opportunity and he may have been uniquely positioned to do so. Empress Eugenie was very fond of wearing purple because she believed that it brought out the colour of her eyes. The synthetic dye was a major departure from the naturally sourced dyes previously used to colour fabrics. One London newspaper said that London had come down with mauve measles because so many people were wearing it.

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