“Brat” Green came out of the blue.
It was first plastered on a wall in Brooklyn to promote the release of Charli XCX’s album on June 7.
Then the color began to spread.
On social media, as “Brat” dominated the Billboard Dance/Electronic charts, users began using the color in their profile pictures and creating memes with it. The color has since become so iconic that it even appeared at this week’s Democratic National Convention — earlier this summer, Charli XCX posted on X that “Kamala IS a brat.”
The Brat album explores themes of femininity, insecurity, and relationships. And for many, a Brat summer means being carefree and unapologetically yourself, perhaps expressed through bright green and Arial font.
When the color went viral, companies, online stores and individuals began capitalizing on the trend.
Laurie Pressman, vice president of the Pantone Color Institute, said that about 10 years ago, people started to be interested in “unexpected” hues. And in 2017, Pantone’s color of the year was “Greenery,” a shade similar to “Brat” green. It symbolized how people wanted to close their laptops and explore nature.
“When I think of that color, it’s spiky. It’s weird,” Pressman said. “You absolutely stop and stare when you see that color. There’s something defiant, something rebellious about it.”
She added that people who choose the color “brat” green are essentially saying, “I am who I am. And I want to make a proud and bold statement.”
Charli XCX was one of the first people to market merchandise in this color, and her $60 “Brat” towel in green quickly became a meme.
And in the age of e-commerce, copycats and new “brat” products quickly became available on marketplaces across the Internet.
On eBay and Depop, a platform for reselling used and vintage clothing, many bright green items are now being marketed as “Brat” green. And on online retailers like Amazon and Etsy, sellers are offering everything from “Brat”-themed notebooks to sofa cushions.
Artist Megan Jones, who goes by JeganMonesArt on Etsy, is selling lime green lighters that read “Kamala is a brat” and “Sometimes it’s so confusing being a girl” in Arial font. These lighters are part of a larger brat-themed collection that includes a tote bag. She also sells items inspired by two other artists who hit the charts this summer, Chappell Roan and Sabrina Carpenter.
According to Jones, who now lives in Pittsburgh, she has already sold over 1,000 of the “Charli lighters” on Etsy and in boutiques across the US.
Jones has always liked lime green, but acknowledged that Charli XCX’s color choice was “unexpected” for many listeners, which contributed to her popularity.
Some customers have even taken the opportunity to personalize the cards with their own text. Jones recalled one person ordering “Brat”-themed lighters with everyone’s names on them for a birthday party. In the order notes, people often included what their favorite Charli XCX song was.
The trend has also arrived in restaurants and cafés.
Among the many cafes around the world that sell “Brat”-themed matcha is La Clochette in San Diego. The drink’s light green hue is almost an exact match to “Brat” green.
The first weekend the cafe added the passion fruit-based Iced Brat Matcha to the menu, it sold out, said manager Amber Rel-Solia. Customers also often take photos of the seasonal drinks sign, which features the Iced Brat Matcha.
“To me, (‘Brat’) represents being imperfectly yourself,” Rel-Solia said. “With the introduction of something like (the Iced Brat Matcha), I feel like it’s just really cool for everyone. It’s about being yourself.”
There are indications that interest in the trend may also have led to larger purchases.
According to Auto Trader, a UK-based car marketplace, views of green-painted cars increased 24% in June compared to the same period last year and compared to previous years.
“When people see something today, they often do two things,” says Laura McNally, head of marketing at Auto Trader. “When they see something, whether it’s on the big screen, in the cinema or at home on TV, they pay attention to what it means and how it relates to their lives.”
On average, people buy a new car every three to four years, she said, so it’s not a lifelong commitment.
While McNally said Auto Trader doesn’t have sales figures for green cars, she said higher views would likely translate into more sales. She also said looking at a car creates a certain desire for more of it.
“People want to go out and try a little escapism when everything is crazy and out of control,” McNally said. “You want to see yourself in a ‘brat’ green car to escape reality for a while.”
This article was originally published on NBCNews.com.
