For the June launch of Grey Jason Wu, the sibling collection to Wu’s main line, there will not be 50 shades, but one proprietary color for his branding materials. Wu enlisted the Pantone Color Institute to develop a specific color gray that will be exclusive to him and the Grey label, named for his favorite color.
“We thought, ‘This is a collection named after a color. It would be really great to work with Pantone on a custom shade,” Wu said. “When you think about colors, Pantone is the standard. It’s something we use on a daily basis.”
The shade Wu had in mind was something that would reflect the collection’s casual elegance — it’s a lower price point than his designer line, which also has a gray label. “The gray mélange I used for the Grey label reminds me of a favorite T-shirt or sweatshirt,” he said.
The result is a light tone, comprised of 90 percent white with a hint of blue that will be used for packaging, labels, notecards, “anything we touch, we’re going to make it in this color now that we have our own Pantone number,” Wu said.
Laurie Pressman, vice president of the Pantone Color Institute, noted that Pantone works with companies such as Tiffany and UPS that want to be sure their shades of blue and brown, respectively, are consistent across all materials. “Color is a language and a way to communicate,” said Pressman, noting that Pantone hadn’t worked with a designer in this capacity. “It was great to work with Jason, someone who understands the importance of color and identity.”
Grey Jason Wu will launch in June for spring 2016 at select retailers and through the collection’s web site greyjasonwu.com. A more casual counterpart to his designer collection, Grey is inspired by Wu’s friends and what they wear. The prices range from $295 to $1,395.