New reactive dyes, 2-arylazo-1-vinylpyrroles, have been synthesized in 52-94 % yield by a modified azo coupling of readily accessible 1-vinylpyrroles with arenediazonium hydrocarbonates in aqueous ethanol (Ϸ3:1) at 0°C. The λ max values for the UV/Vis absorption of the dyes ranges from 377.8-480.6 nm with log ε = 4.11-4.99, and this strongly depends on the substituent structure both in the pyrrole and the benzene ring, and is indicative of highly polarizable and tunable chromophores. X-ray, 1 H NMR spectroscopic and quantum chemical studies p)] show the E,anti,anti isomer of the dyes to be the most stable under