Our most asked question - how do you pick colors?
So many factors go into picking colors for SET. Seasonality is 1 but also what’s the drop of the campaign etc etc.
For example:
As you know we basically have all of 2025 planned out but right now we are deep in the trenches of finalizing colors. First we start with understanding when each drop is coming so that we can build our color stories around it. Before we even open a Pantone book we look at past data of what performed really well for us in each color category from neutrals to bright colors and everything in between. Then we look at community data, what color has the community been asking us for and where does that color fall in past data of what sells well. We also look at WGSN to see what colors are trending.
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