Joe’s to Release Fragrances This Fall

Denim lifestyle brand Joe’s not only cares about what you wear but also how you smell. The brand’s parent company, Sequential Brands, has signed a licensing agreement with Bellevue Brands for the development, production and distribution of a line of men’s and women’s fragrances. The first fragrances, Joe’s Icon Indigo for Him and Her, reference Joe’s denim roots through bottle designs that feature denim accents. While the masculine scent has ingredients such as Italian mandarin and bourbon accord, the feminine scent has fresh bergamot and lilies. Sequential chose to partner with Bellevue because of its vertically integrated model. “We were able to collaborate very closely with Bellevue Brands as they are vertically integrated and produce the juice themselves.  This allowed us to control the fragrance and ensure it is unique and a true reflection of the Joe’s consumer,” said Karen Castellano, president of Sequential Brands Group’s fashion division. The scents will launch for fall 2019 at Joe’s stores and web site, as well as international department stores, specialty stores and duty-free shops. “Fragrance is a very special personal purchase,” Castellano said. “The fragrance was developed to speak to a consumer that is discerning, yet lives a cool, casual lifestyle. As we expand beyond our

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