The green “Brat” came from the blue.
First, she was plastered on a wall in Brooklyn to promote Charli XCX’s June 7 album release.
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 become so iconic since it even showed up at this week’s Democratic National Convention — earlier this summer, Charli XCX tweeted that “kamala IS brat.”
The album “Brat” explores themes such as women, insecurity and relationships. And for many, having a “Brat” summer is about being carefree and unapologetically yourself, potentially expressed through bright green and Arial font.
As the color went viral, businesses, online stores and individuals began cashing in on the trend.
Laurie Pressman, vice president of the Pantone Color Institute, said people became interested in “unexpected” hues about 10 years ago. And in 2017, the Pantone 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 this color, it’s spikes. It’s weird,” Pressman said. “You absolutely stop and look when you see this color. There is a challenge to it, a rebellion to it.”
She added that when people embrace the green “Brat,” they’re 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 using color. Her $60 green “Brat” towel quickly became a meme.
And in the age of e-commerce, replicas and new Brat products quickly became available in marketplaces all over the Internet.
On eBay and Depop, a platform used to resell used and vintage clothing, many light green items are now marketed as “Brat” green. And at online retailers like Amazon and Etsy, sellers are using everything from Brat-themed notebooks to throw pillows.
Artist Megan Jones, who goes by JeganMonesArt on Etsy, sells green lighters that say “kamala is a brat” and “it’s so confusing sometimes to be a girl” in Arial font. These lighters are part of a larger “Brat” themed collection that also 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 Charli lighters on Etsy and in boutiques across the US.
Jones has always liked lime green, but admitted that Charli XCX’s choice of color was “surprising” to many listeners, helping to boost her popularity.
Some customers have even taken the opportunity to personalize with their own text. Jones recalled that one person ordered “Brat”-themed lighters with everyone’s names on them for a birthday party. In order notes, people often share their favorite Charli XCX song.
The trend has also appeared in restaurants and cafes.
Among the many cafes around the world selling “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 put the passion fruit-based Iced Brat Matcha on the menu, it sold out, supervisor Amber Rel-Solia said. Customers also often take pictures of the signature seasonal drink that includes Iced Brat Matcha.
“For me, [‘Brat’] represents being imperfect yourself,” Rel-Solia said. “By introducing something like [the Iced Brat Matcha]I feel like it’s pretty cool for everyone. It’s about being you.”
There are indications that interest in the trend may have also translated into larger purchases.
According to Auto Trader, a UK-based car marketplace, sightings of green cars were up 24% in June compared to the same time last year and in previous years.
“People often do two things now when they look at something,” said Laura McNally, a marketing director at Auto Trader. “If they’re seeing something, so be it [on] the big screen, in the cinema or at home on TV, they are seeing 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 did not have any sales data for the green cars, she said higher views are likely associated with more sales. She also suggested that there is an aspirational part of watching a car.
“People want to go and watch for a little bit of escapism when things are kind of crazy and out of control,” McNally said. “Want to go and see yourself in a green Brat car to get away from reality for a while.”