Get ready for a wash of warm, bright color in the near future. Trend forecasters WGSN and color system Coloro have just announced Apricot Crush as their Color of the Year for 2024, predicting that the “restorative, refreshing and energetic hue” will dominate in autumn/winter 23/24.

WGSN and Coloro have named Apricot Crush as Color of the Year for 2024. (photo courtesy of WGSN)

The light orange shade cultivates a hopeful mindset for consumers grappling with uneasiness about the future, according to WGSN. Plus, it’s versatile and gender-inclusive, making it ideal for activewear, outerwear and other apparel categories. Easily paired with neutrals, Apricot Crush will make an appearance in home décor and other hard goods as well.

“Invigorating, mood-enhancing and vitamin-balancing hues align with self-care rituals, which have become ingrained in people’s lives,” says Clare Smith, color strategist for WGSN. “There’s a focus on restorative colors that are mindful and help to bring balance into the everyday. Apricot Crush signifies the importance of nourishing the mind and body.”

Sansan Chen, managing director of Coloro, also notes that the shade transcends season and gender, giving it a broad and durable charm. “At Coloro, we are seeing brands take ever more care in choosing palettes with lasting appeal to minimize environmental impact,” she explains.

Vantage Apparel (asi/93390) offers its Vansport Pro Maui polo (1880) in a sunset orange shade reminiscent of Apricot Crush.

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Suppliers expect Apricot Crush to gain traction in the promotional products world as well. “I do see this as a natural progression from natural color tones to more vibrant, warmer earth tones,” says Natalie Hopkins, director of merchandising apparel for trade and retail at Top 40 supplier alphabroder (asi/34063). “This continues the trend of bringing outdoor shades inside for peace, tranquility and balance.”

Apricot Crush is an ideal shade for active apparel aimed at fitness centers. Consider tank tops like this Bella + Canvas racerback (B6008) available from alphabroder (asi/34063).

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Lauren Cocco, director of merchandising and design for Top 40 supplier Vantage Apparel (asi/93390), says Apricot Crush is versatile and has a “relaxed and balanced vibe.” For Vantage, “It merchandises well with the neutrals in our outdoorsy color story made popular by the crafting and cargo pant culture,” she adds.

Consider Apricot Crush for food service, travel, tourism, breweries, schools and barbershops. It also works well for health and wellness markets, whether it’s a natural food store or a boutique fitness center. The shade is ideal for T-shirts, fleece, polos and accessories. But don’t leave out the hard goods: Apricot Crush can liven up a diverse array of products, from drinkware and kitchen items to journals and pens.

Hard goods, like this pocket journal (N3125) from Castelli (asi/44305), a division of the Magnet Group, also work well in Apricot Crush.

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