Expect 2024 to bring warmth and comfort – at least in terms of color. Pantone has announced Peach Fuzz as its 2024 Color of the Year, describing it as a “clean peach tone with a vintage vibe.”

The Pantone Color Institute says the subtle hue is meant to evoke a message of caring, collaboration and sharing.

“A cozy peach hue softly nestled between pink and orange, PANTONE 13-1023 Peach Fuzz brings belonging, inspires recalibration and is an opportunity for nurturing, conjuring up an air of calm, offering us a space to be, feel and heal, and to flourish from, whether spending time with others or taking the time to enjoy a moment by ourselves,” said Leatrice Eiseman, executive director of the Pantone Color Institute.

The 2024 color is a departure from the more saturated hues Pantone has chosen for other recent Colors of the Year like 2023’s Viva Magenta and 2022’s Very Peri. It’s similar, though, to the 2019 pick Living Coral. Pantone’s announcement also marks the 25^th anniversary of the Color of the Year program, which was instituted in 1999, with the color Cerulean Blue.

Promo industry trend watchers say Pantone’s latest color of the year is a win. “It perfectly represents trends we’re seeing in the market now ... a rise in neutrals, emphasis in timelessness and attraction to the softness found in nature,” said Taylor Borst, senior director of marketing and vendor relations for Top 40 distributor American Solutions for Business (asi/120075), in a LinkedIn post.

For Shelby Smith, vice president of business development at MPG Promotions, the color “is giving me all the summer sunset vibes” and is the “perfect neutral yet fun color” to complement a brand.

In the promo world, Peach Fuzz works well for athleisure and other apparel basics, lifestyle drinkware and various accessories. Consider these ideas for upcoming campaigns.

1. Boutique Fitness Studios

Encourage local gyms to turn their exercise classes into branding opportunities by selling breezy tank tops in peachy pastels.

Port & Company garment-dyed tank (LPC099TT) from SanMar (asi/84863)

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2. Employee Wellness Incentives

Entice workers to participate in step challenges and fitness activities by offering logoed drinkware in the color of the year.

40-ounce Izzy travel mug (KM8505) from Logomark (asi/67866)

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3. High-End Resorts

Stock cabanas and luxury hotel rooms with custom-woven Turkish towels that guests can use to dry off after a dip in the pool or as a shawl to warm up during an al fresco dinner.

Custom jacquard woven Turkish towel and blanket (RT089) from Riviera Towel Company (asi/82647)

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4. Spirit Wear

A cozy hooded sweatshirt in a muted version of a school’s colors could be just the thing to get moms cheering from the stands.

Cruiser unisex hoodie (STSU822) from Organic Tee Star (asi/75177)

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