When we added plain matte black to the range, we thought it was a
wasted SKU. We're a print brand — who buys a printed case with no
print?

It has never left our top five in ten years. No peak, no crash, no
seasonal dip.

It took a while to understand who was buying it, because we'd framed
the question wrong. These customers weren't choosing black. They were
declining every pattern we offered, and black was what remained. They
carry a laptop into meetings and client offices; they want a layer
between the machine and the bag, and they don't want the device saying
anything about them.

If that's you, this is the set-and-forget option. Nothing to regret in
three years, because there was never anything to date.