AXE Body Spray
stealie hoodie
Creative Director: Danielle Delph
Art Director: Dylan Webb
Copywriter: Mark McColey
Production: Market Studios
When someone you love smells nice, you steal their hoodie so you can always smell them.
Everyone knows nobody wants to lose their favorite hoodie
So we created the hoodie designed to be stolen
Interwoven with Axe‘s famous scentology technology, the hoodie smells exactly like our fragrances
Press:
Complex - Highsnobiety - TrendHunter - BeautyMatter
We designed the hoodie alongside Market Studios to incorporate some fragrances used in Axe products
Then we launched it using our viral king Casey Frey
with this very real, very scientific lab video
Then we waited...
Would people even want to buy this?
Turns out, yeah they do because it’s sold out
And in true hypebeast fashion culture, it’s not judged by the original price, but the resell price
Get it on eBay for 2x the value, or I’ll sell you mine for 3x the value!