Axe Collaborates With Clothing Line Market To Make Fragrance-Infused Hoodie For ‘Cuffing’ Season

Axe and clothing line Market have debuted the “Stealie,” a fragrance-infused hoodie designed to keep couples feeling closer than ever this “cuffing” season.

 

Infused with the award-winning blue lavender fragrance from the Axe Fine Fragrance Collection, the “Stealie” is made for the partner who steals your favorite hoodie to feel close to you through your scent.

 

Axe found that 73% of young women and nearly 50% of young guys in a relationship have “borrowed” their better half’s clothing to feel closer to them through fragrance. Having garments that smell like their partner evokes powerful memories that can provide a sense of comfort while they’re away. With this in mind, Axe and Market created a highly “stealable,” stylish hoodie featuring the subtle mint, orange blossom and gelato notes of Axe Blue Lavender coupled with Market’s playful visual aesthetic.

 

“Market is a brand rooted in experimentation and pushing the boundaries of creativity, and this collaboration was especially exciting because exploring scent as a medium was totally new for us,” said Mike Cherman, founder of Market. “We’re always looking for new, creative ways to engage with our audience and just make things that are memorable — and designing the “Stealie” hoodie was all about bringing apparel and fragrance together in a way that we’ve never done before.”

 

Axe says it’s redefining premium with the introduction of its all-new Fine Fragrance Collection, formulated by the world’s top perfumers, Givaudan and Firmenich, as well as Ann Gottlieb. Axe reportedly beat out premium fragrances in a blind scent test – with seven out of 10 men saying they'd replace the scent of their current cologne with their favorite of the tested Axe fragrances.

 

The Axe Fine Fragrance Collection is available in the traditional body spray can, as well as deodorant sticks and shower gel formats. Price ranges from $5.97-$7.98 and is available to purchase online and in-store at Walmart, Kroger, HEB, CVS and Walgreens.

 

For a limited time only, the Axe & Market “Stealie” hoodies retail for $95 and will be available for purchase beginning Dec. 14 exclusively on marketstudios.com.

Axe & Lil Baby Launch ‘Logne Forgiveness Program