To celebrate 25 years of making the world fresher, Febreze teamed up with emerging creators for the Fresh af (fresh as Febreze) collection. This exclusive line of streetwear shares limited-edition sweatsuits inspired by scents and the brand's essence. As Angelica Matthews, Vice President at Febreze, says "Being Fresh af goes beyond simply curating the scent of your home—it’s a lifestyle."
For the collection, Febreze worked with Brema Brema of streetwear label Unfinished Legacy, multidisciplinary artist Rachel Motley and Gen Z creative director and interior decorator Dani Klarić. This spring, fans have their chance to win the limited-edition merch online.
Brands are creating streetstyle merch to tap into the growing demand for fashion that's both comfortable and stylish. Streetwear has become a cultural phenomenon, and brands are leveraging it to connect with younger consumers who value individuality and self-expression.
What's Driving This Trend
- Scent-inspired Streetwear
- Fashion brands can create unique collections inspired by non-traditional sources like scents to tap into the growing demand for streetwear.
- Limited-edition Collaborations
- Collaborating with emerging creators and using limited-edition merch can create buzz and build brand recognition among younger consumers.
- Lifestyle Branding
- Brands can expand their reach by positioning themselves as a lifestyle instead of just a product, as exemplified by Febreze's 'Fresh af' collection.
Who This Affects Most
- Fashion
- Fashion brands can leverage the popularity of streetwear by creating their own collections focused on self-expression, comfort, and individuality.
- Home Care
- Home care brands can expand their reach by positioning themselves as a lifestyle brand and offering limited-edition merchandise inspired by their products.
- Marketing and Advertising
- Marketing agencies can work with brands to create unique campaigns and collaborations that connect with younger consumers and build brand awareness.
