East Fork’s highly-anticipated new colorway is the best of both worlds: opulent yet accessible, decadent yet refined, the seasonal collection mingles effortlessly with the North Carolina–based company’s core color collection. Prune will be available on their website (and in their stores) at 7pm EST, and only for a short while, so we suggest you get your hands on it while you can.

“Prune really came as a surprise,” says co-founder Connie Matisse. “The glaze team had been taking a stab at making a hot pink for several months and it just wasn’t panning out. But in the quad blend of pink attempts there was this square of purple that we couldn’t stop staring at. Amanda, who leads up our Small Batch Studio, wanted to make a round of big mugs in an unexpected color and we all got excited about the chance to do a run of purple. Purple can really go in so many directions—it can be regal, garish, girly, springy, comical, and statement making. This shade though, with its warm brown undertones, is deeply grounding. An all seasons shade that adapts to its surroundings.”

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