There have been books about it, some designer dogs are bred to be it and walls across the country are painted it.
Yes, we are talking about grey.
It may have been evident on the walls of your own house for a while now, but grey has been named Ireland's favourite paint colour.
Figures from Woodie’s reveal four out of the five top selling colours, is a version of grey with Dulux Silverwood, Calm Cloud and Dapple grey dominating the paint colour chart.
According to a survey carried out for the paint retailer, Irish people say they paint at least one room every two years.
The living room is the most popular room to paint every year, closely followed by kitchens and the master bedroom.