Earlier this year, scientists created a new black so dark it absorbs all but 0.035% of visual light.
However, there is only one person in the world who is allowed to use it in art. That man is British artist Anish Kapoor, who made a deal earlier this year that gave him exclusive rights to the material.
Although Kapoor has exclusive access to the world's blackest black, he has now become the only person in the world banned from using the world's pinkest pink.
He was banned by fellow British artist Stuart Semple, who created the pink powdered paint and is selling it on his website.
Anyone buying the pink paint has to agree to a legal disclaimer, which reads:
By adding this product to your cart you confirm that you are not Anish Kapoor, you are in no way affiliated to Anish Kapoor, you are not purchasing this item on behalf of Anish Kapoor or an associate of Anish Kapoor. To the best of your knowledge, information and belief this paint will not make it's way into that hands of Anish Kapoor.
Semple told BuzzFeed News that he banned Kapoor from using his pink to "give him a taste of his own medicine."
Semple said he has been in a few charity projects and group shows with Kapoor but has never met him.
"There's no way I'd back down now unless he shares the black," he said, adding that Kapoor is "the selfish one in all this."
People on Tumblr, where the story went viral this week, are screaming at the level of pettiness.
Shade puns were made.
It's one for the art history books, that's for sure.
And Semple didn't stop there. He's now made something called the "most glittery glitter" that he has also banned Kapoor from.
Semple said he has been blown away by the responses he has gotten for his pink.
UPDATE: "This product is using Anish Kapoor's name as a promotion tool," a spokesperson for Kapoor told BuzzFeed News. "We have now put this matter to our lawyers who will take appropriate action."
Kassy Cho is a reporter with BuzzFeed News and is based in London.
Contact Kassy Cho at firstname.lastname@example.org.
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