Having built a world filled with distinctively designed macarons, pizza cutters, leather jackets, sunglasses and chunky rings over the past 28 years, Chrome Hearts now wants to make it smell like spicy wood and leathery elixir.

As part of its first fragrance collection, the Los Angeles-based fashion and accessories brand is introducing incense this summer. The debut scent, called +33+, is the result of owners Laurie Lynn and Richard Stark, alongside their eldest daughter Jesse Jo, spending months smelling and contemplating various aromas.

Blending spices, wood and leather, +33+ is the only scent available for the incense, which comes bundled in 33 sticks. A package including a sterling silver holder retails for $200 and a refill set of sticks costs $100. True to Chrome Hearts’ rock ‘n’ roll creed, the black sticks are wrapped in its signature cross motif and the white box is embossed in Gothic script.

In addition to +33+, the company is working on a second scent to infuse an eau de parfum, roller oil, candles, scented nail polish and solid perfume. Yet to be priced, the new products are slated for a fall rollout.

While the company stocks its high-end products at Bergdorf Goodman, Colette and Selfridges, it plans to sell the incense only in its 24 stores worldwide.

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