Bounce looks to show nothing will be 'the new black' with 'Love, Loss, and What I Wore' partnership

CINCINNATI — Fabric softener brand Bounce has teamed up with a hit Off-Broadway show to underscore the role of black clothing in a woman's wardrobe.

Through its partnership with "Love, Loss, and What I Wore," Bounce will engage women across the country in a conversation about what black clothing means to them and how it helps them to look and feel their best. The partnership is based on the idea that “nothing will ever be the new black,” a line said in the play.

As part of the alliance, Bounce will follow the show on its national tour and will host opening night events in New York, Charlotte and Detroit. Attendees to all shows will receive samples of the Bounce Dryer Bar so they can try the product on their own black clothing to see how it helps repel lint and hair. What's more, people can learn more about Bounce and "Love, Loss, and What I Wore" on the Bounce Facebook page with exclusive footage from the show, never-before-seen interviews with the cast and stories from the audience about their experiences with black clothing.

“Women everywhere can relate to the funny and poignant stories from 'Love, Loss, and What I Wore' about clothing and the memories they trigger, and black clothing in particular,” Bounce brand manager Charlene Butcher said. “In partnering with the show we want to express the integral role of black clothing in a woman’s wardrobe and share the best tips and tricks to keep it looking even more brilliant, particularly using Bounce to help repel hair and lint.”

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