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Joe’s to Release Fragrances This Fall

Parent company Sequential Brands partnered with Bellevue Brands to produce Joe's Icon Indigo fragrances for men and women.

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.

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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.

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“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 denim line into more areas of apparel, a fragrance completes the ‘look.'”

Joe’s adds fragrances to its vast range of categories one month after Sequential Brands chief executive officer Karen Murray said the company is focusing on its active and fashion brands, “which we believe have significant growth opportunities in the health, wellness and beauty space.” Grand View Research also released a report on Wednesday projecting that the global fragrance market is expected to reach $91.17 billion in 2025.

Joe’s current product offering includes sportswear, men’s and women’s intimates, loungewear and footwear, tailored clothing and neckwear, small leather goods, belts, bags and hosiery for men and babies, and kids apparel. Denim still accounts for over half of Joe’s business, but Sequential has plans to expand into more apparel and accessories categories.