Joe’s Jeans is entering the $48 billion perfume market.
Sequential Brands Group, Inc. has signed a licensing agreement for Joe’s with Bellevue Brands, Inc. to develop, produce and distribute a line of men’s and women’s fragrances.
The debut fragrance collection was developed to reflect “the brand’s celebration of individuality and its effortless approach to style,” Sequential said in a statement. Joe’s Icon Indigo for Him consists of scents such as Italian mandarin and bourbon accord, while Joe’s Icon Indigo for Her incorporates fresh bergamot and lily of the valley. In a nod to the brand’s denim roots, each bottle features elements of denim fabric.
The fragrance line will be available online at joesjeans.com and Joe’s retail locations, as well as internationally throughout department stores, specialty stores and duty-free shops.
“We’re excited to launch Joe’s into fragrances for the first time. As we expand the brand beyond apparel and accessories into a full lifestyle brand, launching a fragrance line is a natural next step,” said Karen Castellano, president of Sequential Brands Group’s Fashion Division.
Bellevue Brands produces fragrances in the U.S. The firm’s brand portfolio includes other Sequential Brands like William Rast and Caribbean Joe.
Sequential Brands acquired Joe’s Jeans in 2015 with the ambition to launch into additional lifestyle categories, including handbags, accessories and intimates. Earlier this year, the brand opened a new flagship store in New York City.