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Chocolate Brown
Image: AI-generated illustration

Chocolate Brown

BrownChanged this month: cooling → normalized
NormalizedStage 5 of 7 · broadly flat
74/ 100
Momentum Index
attention 68breadth 100persistence 100velocity 52Always shown with the index, never as a lone score.

Who is wearing it?

Age data coming soonAwaiting our demographic source. We don't guess.

Where is it popular?

  1. Wyoming 100
  2. New Jersey 59
  3. Washington DC 57
  4. Georgia 56

Ranked by share of each state's own searches, not by market size. Small states surface here often for that reason.

How widespread is it?

Regions (US)high (1)
RetailInsufficient evidence
AgeInsufficient evidence

Why it's happening

Utility-driven adoption57%
Normalization43%

Bottom line

A staple rather than a fad: running at about half its record, with none of the swing a hype cycle produces. People keep coming back to it at a steady rate, not in a single spike.

Phase history (5 years)

2022-01 normalized→2023-01 normalized→2024-01 normalized→2025-01 rising→2026-01 rising→2026-06 normalized(retrospective diagnosis; see How it works)
Based on Google TrendsLimited evidenceUpdated 2026-07-18Evidence gaps: retail sell-through, resale prices, street-style imagery, age data, Wikipedia coverageHow we compute this →

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Related: Cherry Red · Burgundy · Butter Yellow