Dressed: The History of Fashion · Dressed Media

Fashion History Mystery 15: Pantone (Dressed Classic)

January 9, 2026·17 min·1 clip

Discover why Pantone is called the shadiest company in the world and how it revolutionized color communication.

This episode explores the history and cultural impact of the Pantone color company. Hosts and fashion historians Cassie Zachary and April Callahan answer listener questions about Pantone's origins and operations. They frame Pantone as a globally influential yet surprisingly secretive firm within design industries. Pantone was founded in 1963 to solve color communication problems for professional printers. Its Pantone Matching System initially cataloged 500 colors with precise CMYK ink formulas. The company sold over 100,000 of its pricey color chip books within its first decade. Historical precedent for color swatch books exists in 19th-century French dye and textile manufacturers' seasonal advertisements. Business historian Regina Blaszczyk notes these swatches evolved into a system for tracking and forecasting color trends. Pantone's Color Institute now provides color trend analysis for various industries, from graphics to fashion. The company's most public annual event is naming the Pantone Color of the Year, a practice started in 1999. The 2019 Color of the Year was named Living Coral, described as an energizing color found in nature. Pantone also develops custom colors for clients, creating "1837 Blue" for Tiffany & Co. to standardize their signature robin's egg blue. The company created "Minion Yellow" in partnership with the *Despicable Me* film franchise. A surprising claim is that Pantone is considered "arguably the shadiest company in the world" by the hosts due to its pervasive yet opaque influence. An interesting insight is how a utilitarian color-matching system evolved into a trendy lifestyle brand with its own merchandise. The Pantone Hotel in Brussels offers rooms themed around different color palettes starting at 59 euros per night. The company has expanded its original 500 colors to a library of over 2,500 official shades. The hosts mention a documentary on makeup artist Kevin Aucoin, highlighting his work with celebrities like Cher and his personal struggles. They draw a parallel between color's emotional impact and Aucoin's artistry. The tone is conversational and educational, blending historical facts with playful asides about design culture. The style is informal, featuring friendly banter between the two hosts as they explore the topic. Listeners interested in design, branding, or the hidden systems shaping visual culture would love this episode. Those seeking a deep, critical business analysis or a purely fashion-focused narrative might find it too introductory.

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