Sherwin-Williams, Dapper Dan Launch The Loneliest Color Apparel

Celebrating its least-tinted color, the inaugural creative campaign thrusts a gold hue – Kingdom Gold SW 6698 – into the spotlight.

License Global

April 10, 2024

2 Min Read
Dapper Dan with Kingdom Gold SW 6698.
Dapper Dan with Kingdom Gold SW 6698.Sherwin-Williams

Sherwin-Williams is reframing its focus to celebrate the uniqueness and value of every hue – even the ones that may often be overlooked. Over the last 14 years, Sherwin-Williams has annually designated a Color of the Year. Now the brand is launching a new color story that spotlights the most overlooked, least-tinted and albeit least-popular color: Kingdom Gold SW 6698. 

Embodying the spirit of The Loneliest Color, Harlem couturier, Dapper Dan, will embark upon his premiere role as creative director, The Loneliest Color, Sherwin-Williams.  

“The concept of celebrating The Loneliest Color is an artistic interpretation of what color is at its core,” says Sue Wadden, director, color marketing, Sherwin-Williams. “The full color spectrum would not be what it is without each individual shade – meshing and blending to bring meaning to every aspect of our lives. There are challenges posed in home design when selecting a shade with intensity, but with the right palette and design support, Kingdom Gold SW 6698 can provide a magical balance that’s both grounding and stimulating.” 

Kingdom Gold SW 6698 is the brand’s least-tinted hue, or the shade with the fewest gallons of color created since the inaugural Color of the Year was unveiled in 2011.  

“I’ve always seen the impact that color has in every piece that I’ve designed,” says Dapper Dan. “To me, color champions our creative potential and radiates joy. My hope is that The Loneliest Color will help people find the confidence to show the world their true colors. Be unapologetic about their style and design choices. Embrace Kingdom Gold or any color that is personal, not just popular. The time to celebrate the overlooked and rediscover the beauty of color is now, and I’m excited to be part of this evolution alongside Sherwin-Williams.” 

As part of his creative residence, Dapper Dan’s interpretation of The Loneliest Color will be brought to life through a collection of wearable art and a creative campaign lensed by Nolis Anderson and produced by Verytaste. The collection, drawing inspiration from interior design trends and motivated by fashion nostalgia, global runways, street style and his Harlem roots, includes The Loneliest Color Velour Jacket, Bucket Hat, Vest, Soccer Kit, Soccer Kit 2.0, Leather Jacket, Sneaker and Sneaker 2.0.  

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