A golden opportunity
Sherwin-williams is giving its least popular paint colour some love. The company has introduced a new distinction — The Loneliest Color — and Kingdom Gold SW6698 is its inaugural choice.
Kingdom Gold is a mustard hue with green undertones and high saturation. It's bold and energetic, yet it's the most infrequently bought or sampled hue. To wit, Sherwin-williams tints millions of gallons of paint in favourite colours such as white, grey and other neutral tones. But less than 11,000 gallons of Kingdom Gold have been tinted since it launched 14 years ago.
“Gold shades are not considered popular in today's market since integrating them into interior spaces can be challenging due to their intensity and potential for overstimulation, which can alter the perceived size and ambience of a room,” Sue Wadden, Sherwin-williams' director of colour marketing, told Real Simple.
If you're curious about incorporating Kingdom Gold into your home, Wadden advises using it as a pop of personality rather than the biggest part of your colour scheme.
“I recommend homeowners incorporate Kingdom Gold SW 6698 in small doses through throw pillows, artwork, or decorative items that will add warmth without overwhelming,” she said in a statement. “Feature and accent walls are a great place to add a bold shade that will create a focal point in a larger, well-lit room that balances with neutral colours elsewhere.”
To further help showcase the shade, Sherwin-williams enlisted Harlem couturier Dapper Dan to be the creative director for The Loneliest Color. Credited with bridging hip-hop and high fashion, he's worked with clients such as Jay-z, LL Cool J, Big Daddy Kane and Salt-n-pepa. In 2017, he launched a fashion line with Gucci.
For Kingdom Gold, Dapper Dan created eight pieces of wearable art in partnership with Wadden. They include a velour zip-up jacket, a bucket hat, a vest lined with faux shearling, two soccer kits, a leather jacket and two pairs of Puma sneakers. The pieces were listed on ebay for an auction ending April 14.
“I've always seen the impact that colour has in every piece that I've designed. To me, colour champions our creative potential and radiates joy,” Dapper Dan said in a statement. “My hope is that The Loneliest Color will help people find the confidence to show the world their true colours. Be unapologetic about their style and design choices. Embrace Kingdom Gold or any colour that is personal, not just popular.”