Sherwin-Williams Gives ‘The Loneliest Color’ Its Time In The Spotlight
Images via Sherwin-Williams
Despite its brilliance, Sherwin-Williams’ ‘Kingdom Gold’ has been muted in the shadows of customers’ peripherals.
While millions of gallons of the home paint brand’s top neutrals fly off the shelves each year, Kingdom Gold has languished with a measly 11,000 gallons sold in its 14-year existence. But instead of quietly retiring the color, Sherwin-Williams is wearing out “The Loneliest Color” in its very own campaign, giving the underdog a shoutout and challenging the tyranny of trends.
Video screenshot via Sherwin-Williams
Kingdom Gold is no shrinking violet. Its depth and nearly bronze-like quality set it apart from the brighter yellows making their way into current design trends. As interior designs begin to favor this color family more, Kingdom Gold is tipped to make a comeback as a leading choice in 2025 and 2026. It speaks of the cycle of trends and the enduring appeal of colors that might have been overlooked but still hold a unique charm.
Image via Sherwin-Williams
Partnering with Harlem streetwear fashion designer Dapper Dan, Sherwin-Williams reimagines Kingdom Gold not as an outcast, but as a statement piece. Dapper Dan, known for pushing boundaries in the fashion world, perfectly embodies the campaign’s message of embracing what makes you unique—even if it goes against the grain—as the hue’s appointed Creative Director.
While Kingdom Gold might not be topping the popularity charts, its potential is clear. Dapper Dan has created eight one-of-a-kind wearable art pieces showcasing the tone’s versatility. These have been put up for sale at an auction running through April 14, with proceeds benefiting Habitat for Humanity, proving that even the ones that go under the radar can make a positive impact.
Images via Sherwin-Williams
To complement the gold, Sherwin-Williams’ director of color marketing Sue Wadden and color marketing manager Emily Kantz have curated a palette that brings out the metallic’s luminous and singular character. The collection pairs Kingdom Gold with deep blues, teals, vibrant reds, and purples, grounded by sophisticated grays—not only highlighting the versatility of gold but also its capacity to add warmth, depth, and elegance to any design.
Image via Sherwin-Williams
Standout pieces include a velour jacket with a fierce leopard print, a bucket hat, a vest with a pop of fiery Habanero Chile, and a soccer kit finished in Kingdom Gold and Brave Purple. The series also offers two takes on sneakers, including a revamped Puma Ralph Sampson shoe with a regal makeover in Kingdom Gold, and a fresh pair of Puma Clyde OG sneakers sporting a bold combination of Brave Purple and Kingdom Gold accents.
Image via Sherwin-Williams
Kingdom Gold’s story reminds us that beauty can be found in unexpected places. It also invites us to embrace the unique, take calculated risks, and inject a little rebellion into our design choices. So, next time you're picking out paint, don't be afraid to go for the gold.
Image via Sherwin-Williams
Image via Sherwin-Williams
[via Dieline, Marketing Dive, Apartment Therapy, images via various sources]
