Dyeing method

A method for the continuous dyeing or printing of a cellulose-containing textile substrate which comprises continuously applying to said substrate ane aqueous dispersion of a sulfur dye and, either simultaneous therewith or subsequently thereto, continuously applying to said substrate a reducing sugar together with alkali and then heating the thus-treated substrate with steam to a temperature of 98.degree. C. to 105.degree. C. to effect reduction of the dye thereon, said method being effected using conventional continuous dyeing or printing equipment wherein the heating is effected in a non-pressurized zone.