04.12.23
A quarter century ago, Procter & Gamble’s Febreze hit the marketplace as a means to easily quell the stink of lingering cigarettes on clothing. Since that original formulation hit the marketplace, Febreze has grown to become a powerful brand within the Cincinnati-CPG giant’s stable, offering consumers sprays, devices, candles and more that change funky smells to fresh with a simple spray, spritz, or plug-in at home or on the road.
It’s a mood the brand’s team calls “Fresh af”—Fresh as Febreze.
To mark the milestone, Febreze has partnered with three emerging designers to launch an exclusive line of streetwear. The "Fresh af" collection has been developed with a trio of emerging creators—Brema Brema of Unfinished Legacy, creative director Dani Klarić, and "TheRealRJM" Rachel Motley. Each has brought their unique style to the brand, designing limited-edition sweatsuits.
● Brema Brema (@brema.unfinished): A Sudan native, who fled with his family, settling in Milwaukee in 2010. He proved his diligence, drive, and ambition early on, mastering his schoolwork and skateboard with equal enthusiasm. He developed a passion for photography, filmmaking and screen printing, often customizing his thrift-store finds with graphic fonts and evocative imagery. His upcycled wares attracted friends and a loyal social following, and Brema’s cult streetwear label Unfinished Legacy was born.
Inspired by the fresh, vibrant hues of Febreze, Brema’s design serves to capture the beauty and energy of the world, along with the people he’s met along his journey, according to Febreze. It also features his signature butterfly, which portrays a fresh rebirth.
● Dani Klarić (@DaniKlaric): Gen-Z creative director and interior decorator Dani Klarić rose to fame when she started posting fashion and interior design TikTok videos during the pandemic. She quickly went viral, and her rapid success and unique vision enabled her to open her own design firm. Now taking on clients from all over the world, she has made a name for herself through her art-deco style, vibrant colors, and patterns that mimic art from the ’60-’90s.
Klarić’s Fresh af star-cladden sky blue sweatsuit aims to capture a sense of minimalism and clean lines, while still adding fun colors and shapes. Klarić says it was inspired by the “incredibly refreshing and crisp smell of her favorite Febreze Fabric scent.”
● Rachel Motley (@TheReal.RJM): "TheRealRJM" Rachel Motley is a multidisciplinary artist based in New York and Washington, DC. While Motley specializes in digital illustration, her practices additionally include garment customization, logo design, painting, product design, and creative direction. Ever passionate about inspiring others, she strives to use her platform to encourage and inform her audience by sharing creative resources and how-to design videos.
Inspired by her signature-shaped font style, Motley’s Fresh af design uses iconography to fill the fresh atmosphere that Febreze products create. The design reflects her love for a classic black outfit balanced by a pop of color—in this case, harmonious shades of blue.
Now through May 1, fans will have a chance to win the limited-edition merch on FreshAsFebreze.com.
“Being Fresh af goes beyond simply curating the scent of your home—it’s a lifestyle,” said Angelica Matthews, vice president at Febreze. “And these three influencers are Fresh af themselves, making them perfect partners to celebrate our 25th birthday.”
It’s a mood the brand’s team calls “Fresh af”—Fresh as Febreze.
To mark the milestone, Febreze has partnered with three emerging designers to launch an exclusive line of streetwear. The "Fresh af" collection has been developed with a trio of emerging creators—Brema Brema of Unfinished Legacy, creative director Dani Klarić, and "TheRealRJM" Rachel Motley. Each has brought their unique style to the brand, designing limited-edition sweatsuits.
Creators & Their Work
● Brema Brema (@brema.unfinished): A Sudan native, who fled with his family, settling in Milwaukee in 2010. He proved his diligence, drive, and ambition early on, mastering his schoolwork and skateboard with equal enthusiasm. He developed a passion for photography, filmmaking and screen printing, often customizing his thrift-store finds with graphic fonts and evocative imagery. His upcycled wares attracted friends and a loyal social following, and Brema’s cult streetwear label Unfinished Legacy was born.
Inspired by the fresh, vibrant hues of Febreze, Brema’s design serves to capture the beauty and energy of the world, along with the people he’s met along his journey, according to Febreze. It also features his signature butterfly, which portrays a fresh rebirth.
● Dani Klarić (@DaniKlaric): Gen-Z creative director and interior decorator Dani Klarić rose to fame when she started posting fashion and interior design TikTok videos during the pandemic. She quickly went viral, and her rapid success and unique vision enabled her to open her own design firm. Now taking on clients from all over the world, she has made a name for herself through her art-deco style, vibrant colors, and patterns that mimic art from the ’60-’90s.
Klarić’s Fresh af star-cladden sky blue sweatsuit aims to capture a sense of minimalism and clean lines, while still adding fun colors and shapes. Klarić says it was inspired by the “incredibly refreshing and crisp smell of her favorite Febreze Fabric scent.”
● Rachel Motley (@TheReal.RJM): "TheRealRJM" Rachel Motley is a multidisciplinary artist based in New York and Washington, DC. While Motley specializes in digital illustration, her practices additionally include garment customization, logo design, painting, product design, and creative direction. Ever passionate about inspiring others, she strives to use her platform to encourage and inform her audience by sharing creative resources and how-to design videos.
Inspired by her signature-shaped font style, Motley’s Fresh af design uses iconography to fill the fresh atmosphere that Febreze products create. The design reflects her love for a classic black outfit balanced by a pop of color—in this case, harmonious shades of blue.
Now through May 1, fans will have a chance to win the limited-edition merch on FreshAsFebreze.com.
“Being Fresh af goes beyond simply curating the scent of your home—it’s a lifestyle,” said Angelica Matthews, vice president at Febreze. “And these three influencers are Fresh af themselves, making them perfect partners to celebrate our 25th birthday.”