With the trend of "fragrance wardrobing" gaining momentum, the former head of branding at the aspirational sweatshirt label Madhappy claims that "scents are the smartest investment for a new venture." As a result, he is embarking on creating his own fragrance line.
As he elaborated, "Fragrance wardrobe stepping out of the closet and into the spotlight," he revealed that the idea for an initial fragrance stemmed from the realization that certain scents represent some of the brand's most profitable investments.
He reminisced about prom nights in Beverly Hills, recalling the unforgettable moment when Brenda Walsh, a newcomer from the suburbs, dazzled in an off-the-shoulder cocktail dress that had also caught the attention of Kelly Taylor, the school's reigning queen.
If Brands has his vision realized, perfumes will transcend traditional beauty labels, finding a place alongside hoodies, dresses, and jackets. "In recent years, we've seen a significant shift in how people perceive fragrance," Brands noted in an interview conducted a year after research began for the website launch. "In the past, there was a singular accepted way to smell—your grandmother's perfume was the benchmark."
Ad agencies have welcomed this transformation for various reasons, particularly in their advertising strategies. There was a time when girls would mix and layer scents to create intrigue. Interestingly, these dedicated enthusiasts might have experimented with layering, a concept that remains uncommon for most consumers today, who now view fragrances more as special occasion attire rather than daily beauty essentials.
The first scent under the Rite of Way label is named Outer Realm. "It's chaos in a bottle," Brands remarked, part joking yet undeniably serious. "The fragrance is directly inspired by Gabrielle Roth's disruptive art manifesto," a choreographer and dancer, featuring notes of citron, juniper, and saffron. "It's a scent that empowers," he added. "We all have that one item we wear to feel invincible."
Brands envisions a comprehensive line from Rite of Way built upon Outer Realm and its forthcoming fragrances. "We aim to create an entire universe for Rite of Way that elevates the brand's perception," he explained, noting that the merchandise' "adds texture' to the scents. We want to spark curiosity, so people will ask, 'What is that? Who are they? Our aim is to create little halos of Rite of Way merchandise surrounding each scent."
"That fragrance serves as the sun of this little universe," he stated, "but you can't build a universe without visibility."