red heads

so I have 2 red heads. my oldest, a boy, then my second, a girl. ages 7.5 & 5. my oldest all of a sudden is getting all embarrassed bc of his hair color & has to wear a hat or a hood. he hasn't mentioned anyone making fun of it BUT every time we go out in public a lot of older people comment on their hair & he gets all shy & he hates it. how can I make him feel better about it? his gma took him to baseball practice for me today & he immediately put his helmet on & when his gma asked him why he said because he's embarrassed & wishes he had darker hair. HELPPP!!! I don't want him feeling this way!