Olo is the new black?

It may seem like nothing can surprise us in the 21st century, but a team of researchers at UC Berkeley would beg to differ. Determined to push the limits of perception, they introduced the world to a color previously invisible to the human eye. We often hear that the human eye can distinguish up to 10 million colors, but in reality, that spectrum is far more limited, unless you're an artist, a designer, or one of the extremely rare individuals with tetrachromatic vision.

Using ultra-fine laser pulses, the scientists targeted individual cells of the retina, enabling subjects to perceive something that can only be described as a “minty blue-green” with cosmic saturation. This color defies adequate description or display on screen – even the closest hue published by the researchers appears dull in comparison to the original.

photo: Instagram / Hypebeast

The true color, named Olo, has so far been seen by only five people on Earth. On our screens, it looks like a cross between azure, beloved Tiffany blue, and turquoise. In fashion, similar hues have graced the runway from time to time, varying slightly in undertones, yet they remain remarkably close to Olo. Brands like Acne Studios, Moschino, Bottega Veneta, Elie Saab, and others have all turned to this palette to infuse their collections with freshness and futuristic refinement.

photo: Spotlight / Acne S25

photo: Spotlight / Bottega Veneta F19

photo: Spotlight / Bottega Veneta S23

photo: Spotlight / Elie Saab S24

photo: Spotlight / Moschino F18

This discovery may reshape how we think about visual perception. In the future, this technology could enhance color sensitivity or even assist people with color blindness. It seems that this color will increasingly surround us, as news of its discovery has already made a genuine sensation within and beyond the industry.