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Orange and Black Beyond Halloween

Why OITNB? How did this idea come about?
"We wanted our picnic to be an experience—something that people wouldn't just dine at, but would participate in. Even with a picnic, we wanted layers, and something playful. The BHDM team said, 'something fun, something orange,' since it's one of our brand colors. And I was all, 'Well, orange IS the new black.' And voila, the concept was born!"