Club Monaco set the fashion world abuzz when it announced that its Winter 2008 line will be based on a new shade of gray it recently discovered in its Toronto fashion lab. The new shade has been trade marked as Gréy. The announcement swept through the high fashion houses like storm clouds and even three days after the anouncement it is still a topic that industry insiders say is being talked about. Club Monaco's chief designer Marcus Deuteranopia said of the new shade, "This season's new line will be entirely based on Gréy, it will be the new face of Club Monaco." Many fashion insiders heralded Club Monaco's announcement with praise and astonishment. French designer Jean-Paul Gaultier when told of the the new shade of gray remarked, "C'est impossible!" When he was subsequently told it was Club Monaco who had announced it he exclaimed, "Ah, Club Monaco! C'est possible!"
Gréy marks the one hundred and seventy fourth shade of gray discovered by Club Monaco. When Deuteranopia was asked how Gréy would change Club Monaco he replied, "We see Club Monaco as a pyramid, we have black and white at the base upon which everything is built upon. However, with Gréy we now have the ability to build the pyramid to the dark side of the moon, which we believe will be revealed to be a very similar shade as Gréy."
Although Club Monaco has mostly been showered with praise there has been limited criticism from a few vocal fashion cynics. One such cynic, writing for the National Post remarked, "This so called Gréy is nothing but a play on the same tones and styles that Club Monaco has been peddling since its inception." Although the critics have been few and far between Deuteranopia still addressed them, "No, I completely disagree with the critics, Gréy is fresh, it is young, it is hip. I have so much confidence in Gréy that I believe Gréy could be the new black."