Word: mercerize
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...been surprised at the various shades that passed for magenta; in fact, it seemed true that verium et mutabile semper magenta. Of late the manufacturers have made less magenta than formerly, and only one American house, it is said, imported a regular line of magenta ribbons; naturally the ingenuous mercer sold any approximate shade as "Harvard's magenta," and that misty notion of colors in general, and magenta in particular, caused startling variations in the colors worn by Harvard men at the races...