Sherwin-Williams defies color trends with unconventional choice of 'Kingdom Gold'

Article Brief:

Sherwin-Williams is shaking up its long-running Color of the Year platform by honoring its least-popular hue, called Kingdom Gold, according to a news release. 

The paint brand partnered with Dapper Dan for the "The Loneliest Color" campaign, which connects Kingdom Gold with the challenges the designer overcame in the fashion industry before achieving success.

As part of his role as creative director, Dapper Dan worked with photographer Nolis Anderson and production company Verytaste. He created a special apparel collection that is currently up for auction on eBay until April 14, with all proceeds going to support Habitat for Humanity and its affiliated organizations in Harlem.

Article Insight:

Some popular paint and design brands such as Sherwin-Williams, Behr, and Pantone often choose colors of the year to set trends and reflect consumer feelings. Many other marketers also look to these choices to stay current. In 2024, Sherwin-Williams is going against the trend by picking a color that they believe is not getting enough attention.

Kingdom Gold is a unique color that is more subdued compared to the usual vibrant shades found in jewelry. Sherwin-Williams describes it as having green undertones and high saturation, making it stand out. It is the brand's least-tinted color in the 14 years since they started the Color of the Year program in 2011, with less than 11,000 gallons tinted compared to millions of more common colors like whites and neutrals.

Brett White, Sherwin-Williams' senior vice president of sales and marketing, explained that after years of predicting popular colors, they wanted to change how they approach color trends. They wanted to focus on building confidence in consumers when choosing colors. The Loneliest Color, Kingdom Gold, is a way for them to showcase a unique and unexpected hue.

To align with the underdog theme, Sherwin-Williams partnered with Dapper Dan, a fashion designer from Harlem who faced challenges in the industry before achieving success. Dapper Dan has worked with major brands like Gap to promote the importance of self-expression.

Dapper Dan is sharing his style expertise for “The Loneliest Color” by creating a capsule collection featuring a velour jacket, soccer kits, and custom Puma sneakers. Partnering with Sue Wadden, Sherwin-Williams director of color marketing, they developed eight "wearable art pieces" that include Kingdom Gold along with tones like Brave Purple, Habanero Chile, In The Navy, and Deep Sea Dive.

Sherwin-Williams chose a bolder Color of the Year as the trend of millennial-driven minimalism, characterized by gray-and-white interior design, loses popularity. Gen Z, a younger demographic, is now leaning towards more vibrant and lively decor choices.

Editor's P/S:

Sherwin-Williams' bold move to honor Kingdom Gold as their Color of the Year is an intriguing departure from the norm. By embracing a hue that has been overlooked, they challenge the idea that popularity equates to value. This campaign empowers consumers to embrace their own individuality and reject the constraints of mainstream trends. Kingdom Gold, with its subtle green undertones and high saturation, offers a unique and unexpected alternative to the vibrant shades often associated with the Color of the Year.

The partnership with Dapper Dan further reinforces this message of self-expression. As a designer who has faced adversity and achieved success through perseverance, Dan embodies the underdog spirit that Kingdom Gold represents. His capsule collection showcases the versatility and aesthetic appeal of this often-neglected hue, inspiring consumers to embrace their own unique style. Sherwin-Williams' decision to align with Gen Z's preference for vibrant decor choices also reflects the brand's commitment to stay current and cater to the evolving tastes of its consumers. By recognizing the potential of Kingdom Gold, Sherwin-Williams not only sets a new trend but also encourages consumers to embrace their individuality and break free from the confines of traditional color expectations.