Gray is solid and impartial, creating a sense of calm, composure and relief from a chaotic world. A balanced tone, it evokes feelings of settlement and hibernation. Hence, why so many home and lounge wear styles are found in this neutral, cool tone – it calls for us to relax, rejuvenate and recover.
Good Gray is our counterbalance color for S/S 21, dialing down the season’s more vivid hues. It’s an ideal partner for a broad range of tones, and feeds into a return to minimalism when used on its own. Good Gray also has a sustainable outlook, calling to mind the raw amalgamated hue that comes from recycling different materials together. With a medium saturation level and a subtle blue tint, it is both grounding and calming, offering a sense of rebalance after activity.
Gray is a controlled hue. It has a stabilizing effect on other colors with which it comes into contact, toning down the bolder and brighter tones and illuminating the softer colors. Use it to elevate streetwear styles with a smarter edge as consumers return to formal and minimalist styles.