# Scent-Inspired Streetwear The Fresh af Collection Shares Styles That Celebrate 25 Years of Febreze By Laura McQuarrie | Published 2023-04-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fresh-af References: [businesswire](https://www.businesswire.com/news/home/20230412005121/en/Febreze-Invites-Fans-to-Celebrate-25-Years-of-Fresh) & [freshasfebreze](https://freshasfebreze.com/) To celebrate 25 years of making the world fresher, [Febreze](https://www.trendhunter.com/trends/2023-scent-of-the-year) teamed up with emerging creators for the [Fresh af](https://www.trendhunter.com/trends/lynx-sunset-fresh) (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](https://www.trendhunter.com/trends/start-your-legacy-campaign), 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. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 83% | Activity: 58% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Scent-Infused Apparel](https://www.trendhunter.com/trends/stealie-hoodie.md) - [Soda-Branded Sweatsuit Merch Lines](https://www.trendhunter.com/trends/stylish-sweatsuit.md) - [Streetwear-Inspired Soda Merch](https://www.trendhunter.com/trends/dr-pepper-merch.md) - [Mood-Enhancing Fragrance Collections](https://www.trendhunter.com/trends/vibe-perfume.md) - [Fragrance-Heavy Laundry Products](https://www.trendhunter.com/trends/snif.md) - [Comfort-Focused Athleisure Lines](https://www.trendhunter.com/trends/fresh-athleisure-collection.md) - [Motorsport-Inspired Premium Streetwear](https://www.trendhunter.com/trends/alpinestars.md) - [Sneaker-Inspired Fragrance Launches](https://www.trendhunter.com/trends/distilled-fragrance.md) - [QSR Sandwich Shop Streetwear](https://www.trendhunter.com/trends/subway-3.md)