• by Fern Siegel , December 11, 2023

It's a novel idea: a fragrant-infused hoodie.

The Stealie, a collaboration between AXE, which makes body care products for young men, and MARKET, a fashion brand, resulted in hoodie with a Blue Lavender fragrance. The black hoodie features various fragrance images on back -- from cedarwood to lavender to orange blossom — as well as the meaning of each.

"This collaboration was especially exciting because exploring scent as a medium was totally new for us. We’re always looking for creative ways to engage with our audience," said Mike Cherman, founder of MARKET.

To promote the product, the companies are utilizing social media, featuring an original video with YouTube sensation Casey Frey created by MARKET's team.

Caroline Gregory, global brand director, AXE, said: “People often tell us that they find themselves stealing a piece of clothing from the person they’re seeing because it reminds them of their scent. We wanted to play around with this insight and help our guys make a lasting impression."

For a limited time only, the AXE & MARKET “Stealie” hoodies retail for $95.00 and are available for purchase exclusively at marketstudios.com.