Together with
Alex Brands, the former marketing head of LA streetwear label Madhappy, is launching a new fragrance brand called Rite of Way on May 2nd.
Why It Hits: Brands’ new fragrance firm is leaning into a vibe shift in how young people view colognes and perfumes — as something to swap daily like an outfit instead of sticking to one locked-in scent. In a year, it might not just be every luxury brand with a line of scents but every streetwear designer, too.
Behind the Scents: The launch of Rite of Way’s “Outer Realm” fragrance — which has notes of citron, juniper, and saffron for the aroma-curious out there — may be the first spray of a larger trend.
- Brands conducted a year of market research and found that young people are now “wardrobing” scents.
- That means switching fragrances based on the outfit or the occasion they’re dressing for.
- Now, the average consumer has between two and 20 different scents they rotate through in their cabinet.
Last Sniff: It’s not the first time this century that fragrance wardrobing has come up in the fashion conversation. Last decade, Dior and YSL kickstarted a minor trend of it, according to The Business of Fashion. But that was clearly in the luxury lane, not broader fashion geared toward young people. That’s where the real shift is now, especially since investment bank Piper Sandler found that fragrance sales rose 22% among teens last year.
It’s possible that fragrance collections could be the sneaker collections of 2025.
TOGETHER WITH CANVA
No design skills needed! 🪄✨
Canva Pro is the design software that makes design simple, convenient, and reliable. Create what you need in no time! Jam-packed with time-saving tools that make anyone look like a professional designer.