Sherwin-Williams & Dapper Dan launch a collection for the brand’s least popular shade
The brand breaks tradition, swapping its renowned ‘Color of the Year’ campaign for an exclusive fashion line inspired by ‘Kingdom Gold SW 6698’ and led by a legendary streetwear designer.
Who says mustard isn’t a high-fashion hue? Sherwin-Williams and Dapper Dan would certainly disagree.
Today, the duo unveils ‘The Loneliest Color,’ a new fashion collection inspired by the brand’s least popular color, ‘Kingdom Gold SW 6698.’ Dapper Dan, a legendary Harlem couturier known for pioneering streetwear that repurposed luxury fashion logos, serves as creative director and designer of the collection, which comprises eight wearable art pieces that blur the lines between home decor and haute couture while proving that mustard is anything but lonely.
Each one-of-a-kind item is infused with Dapper Dan’s signature flair and a generous splash of Kingdom Gold. The collection includes a classic velour zip-up jacket, an elevated bucket hat emblazoned with his iconic initials, a vintage-inspired luxurious velour vest and the first-ever soccer kit designed by the fashion icon himself.
Each item, from the textured recycled nylon spandex ensemble to the embossed leather jacket, showcases Kingdom Gold SW 6698 in all its glory alongside complementary hues like Brave Purple SW 6823 and Habanero Chile SW 7589.
The entire collection is going up for auction on eBay today, and bidding will remain open until April 14 for US and Canadian residents.
“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,” said Dapper Dan. “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.”
The campaign flips the script for Sherwin-Williams, which is known for its 14-year-strong ‘Color of the Year’ campaign.
Sue Wadden, Sherwin-Williams’s director of color marketing, commented: “The concept of celebrating The Loneliest Color is an artistic interpretation of what color is at its core. 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.”
The collection is shot by Chicago-based photographer Nolis Anderson and produced by Verytaste.
But this collaboration isn’t just about making a fashion statement – it’s also about giving back. From April 4 to April 14, Sherwin-Williams will donate 100% of the proceeds from The Loneliest Color auction to Habitat for Humanity, with a minimum contribution of $100,000. A portion of the proceeds will also support organizations in Dapper Dan’s hometown of Harlem, New York.
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