“One” may be the loneliest number, but have you ever given any thought about the loneliest color? Sherwin-Williams is on a mission to give the loneliest color some much-needed attention and appreciation.
For more than 155 years, Sherwin-Williams has been an industry leader and the nation’s largest retailer of paint and painting supplies, helping people bring color into their homes and vibrancy into their lives. Sherwin-Williams celebrates the beauty of color with its annual Color of the Year, recognizing the most popular colors consumers love. Now, they’re shining a spotlight on the color that’s not quite as popular and partnering with the king of style to help us rediscover the beauty of this overlooked hue.
Sherwin-Williams’ inaugural The Loneliest Color™ campaign aims to celebrate Kingdom Gold SW 6698, their vibrant and luminous shade of gold, and they’ve named Harlem couturier and global fashion icon Dapper Dan as the The Loneliest Color™ Creative Director.
“I’ve always seen the impact that color has in every piece that I’ve designed. To me, color champions our creative potential and radiates joy,” Dapper Dan shared in a press release from Sherwin Williams. “My hope is that The Loneliest Color™ will help people find the confidence to show the world their true colors.”
Daniel Day, known professionally as Dapper Dan, is a designer and stylist born and raised in Harlem. He pioneered streetwear in the early 1980s with his eponymous store in the heart of Harlem on 125th Street. Known for using furs, leathers, fine materials, and, of course, color in his garments, Dapper Dan designs original, one-of-a-kind clothing with high-end detail. He’s an icon for stylish people all over the globe and has been a personal stylist to the stars, outfitting entertainers like Aaliyah, LL Cool J, Missy Elliott, Jay-Z, and many more.
His new role as creative director of The Loneliest Color™ is a first for the couturier. Under his creative direction, Kingdom Gold SW 6698 will be brought to life through a collection of wearable art pieces designed by Dap himself and inspired by the unique and under-appreciated beauty of the gold hue. His clothing collection will draw inspiration from interior design trends as well as street style and his Harlem roots.
The collection will feature a velour jacket, bucket hat, vest, soccer kits, a leather jacket, and sneakers–all designed by Dapper Dan. The pieces span a mix of patterns and fabrics, featuring a bold and moody palette that includes hints of other Sherwin-Williams colors, such as Brave Purple SW 6823, Habanero Chile SW 7589, and Deep Sea Dive SW7618.
“After years of forecasting color trends of what will be popular for the year, or even years to come, we decided to take a step back and not only rethink how we celebrate color, but how we can be better stewards of building the confidence consumers need when choosing a color. The Loneliest Color™ allows us to shed light on a hue that is unexpected and out of the ordinary for some,” Senior Vice President of Sales and Marketing for Sherwin-Williams, Brett White, shared. “We’re thrilled to embark on this journey in partnership with Dapper Dan as Creative Director of The Loneliest Color™. His expertise in design transcends fashion and is sure to bring new perspective to those considering bold colors in residential and commercial projects alike.”
The wearable art pieces will be auctioned on eBay, with bidding to open on April 4, 2024, at 12:00 pm EST/9:00 am PST. Bidding will remain open through Saturday, April 14, and is available to U.S. and Canadian residents only. Sherwin-Williams will donate 100 percent of the proceeds from The Loneliest Color™ auction to Habitat for Humanity, contributing a minimum of $100,000. A portion of the proceeds will also support organizations in Dapper Dan’s hometown of Harlem, New York.
The Loneliest Color™ showcases how the beauty of color is not determined by popularity alone. Through this collaboration with Dapper Dan, Sherwin-Williams hopes to show that the impact of color can transcend home decor and shine in fashion and style and even in how we see ourselves.
“Be unapologetic about style and design choices. Embrace Kingdom Gold or any color that is personal, not just popular,” Dapper Dan encourages. “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.”
Cover Photo: Dapper Dan Named Creative Director of The Loneliest Color by Sherwin-Williams / Photo courtesy of Sherwin-Williams