This Hoodie Smells Like Axe Deodorant (Because It Was Made To)

Every distributor wants their campaign to be a multi-sensory, memorable experience. Items like packaging and apparel need to look good but also feel good to touch or wear.

But what about making your apparel smell good, too? And we don't just mean go heavy on the laundry detergent.

The streetwear apparel brand MARKET is doing a limited line of apparel that integrates AXE Blue Lavender scent into the apparel itself, all as a co-branded launch with the rapper Lil Baby.

AXE and MARKET made a fragrance-infused hoodie which means you can put it on and instantly get war flashbacks of middle school https://t.co/WUoo7SDoLX pic.twitter.com/cRkCVKPweq

— highsnobiety (@highsnobiety) December 7, 2023

"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," MARKET founder Mike Cherman told Complex. "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 to gather in a way that we've never done before."

The sweatshirt features a depiction of all of the scent notes on the back, with huge pictures of items like cedar, orange blossoms, lavender, bourbon, and more. In a direct call to engage with the brands and scent, it even says "What does your smell say about you??" at the top, with the Axe and MARKET logos at the bottom. So there's no question about who is responsible for the look and smell of the product.

This tackles a brand message more than just a regular apparel piece. It sort of takes "show, don't tell," to another level. It's like "smell, don't tell" or something. Why describe the notes of a deodorant when you could literally show pictures of them, and give everyone in a (reasonable) radius a chance to smell it for themselves?