My local newspaper, Södermalmsnytt, reports that as for paint hues Stockholm White is still a best seller. One paint shop in the neighbourhood sells 27 600 litres of Stockholm White paint per year. Of those living in Stockholm’s inner city, eight out of ten is estimated to have this wall colour. It is acknowledged as the best wall colour when to sell your city apartment. However nicotine-yellow it may be accused of. Now, a challenger has entered the scene. An extremely white; whiter than white and matter than matt. Dazzling white like nothing else! Or well, like a pair of bleached teeth! They call it Chalk White. An anti-colour, a blank slate background to fill with decor. It’s approx. NCS S-0300N.

Personally, I think this is and will be a mayfly. A December-fly, nothing for 2011. If anything, this colour is cold. And the weather in Sweden…..? Yupp, half the year it’s below 50 degrees F, winter time it sometimes goes down to zero F and stays. Right now there is a layer of snow all over this elongated country. To get a warming comforting vibe inside one will need to struggle hard with Chalk White on the walls. To keep business going Alcro (i.e. one of the biggest Swedish paint suppliers) at the same time released – or will be in Jan 2011 - a whole new collection of whites “for those of you who think white is not white and who do not want chalk white”, the ad.white collection with 11 paint colours titled chalk, snow, cream, garlic, etc…

Since we report on trends I needed to tell you this, you need to know Sweden is stuck in pure white misery. A never ending white story. You might understand betten than why Trendey celebrates the dark, the boho and the eclectic! :)
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