Pantone just released the Color of the Year for 2017, and we totally get what their going for.

We see Greenery (Pantone 15–0343) and we think chartreuse, pea green, avocado, the greenback. The yellow tones iterate a spring and a new beginning. At the same time, it evokes thoughts of the late 60’s and early 70’s — a time full of tumultuous social happenings; protests, marches, uprisings, hope for peace, and love.

We took it a step further. Beyond the yellow tones, there’s still a feeling of greed (self interest, money, and power) associated with shades of green. A flashy, shameless, unapologetic tone. Sound appropriate for the current state of our social and political affairs? Yep, totally intentional.

Leatrice Eiseman, Executive Director of the Pantone Color Institute, launched the Color of the Year with this statement:

“Greenery bursts forth in 2017 to provide us with the reassurance we yearn for amid a tumultuous social and political environment. Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolizes the reconnection we seek with nature, one another, and a larger purpose.”

Is this a subliminal reminder that we all focus attention to the ecology of things in 2017? Yes, the Earth is in a dire state, but it’s not limited to climate change, environmental destructions, and the consequential extinction of species. Green should also remind us of social injustice, greed-driven economic policy, and poverty. Kudos to Pantone for using their platform to send a message that we’ll receive through fashion, products, and design.

If you look at what’s at stake, we should all be wearing Pantone 15–0343 on the daily.