Meet Rite of Way: A Spirited Fragrance Brand From One of the Brains Behind Madhappy
The label’s debut scent, Outer Realm, invites you to “explore the space between where you are and where you’re meant to be.”
“Scent is a portal unearthed to show you the way inward.” That’s the philosophy behind Rite of Way, the newly-launched fragrance brand creating spirited scents that help illuminate the many sides of their wearers. Why? In the brand’s words, “because you’re the protagonist of this story.”
Rite of Way is the product of Alex Brands, who played a pivotal role in building Madhappy into the loungewear stalwart it is today. At launch, the label has a singular scent called Outer Realm, which the imprint bills as an “invitation to explore the space between where you are and where you’re meant to be.”
Outer Realm’s hero note is incense, which is bolstered by hints of citron, sea salt, and amber. “We chose to highlight incense extracts because of the vast array of choices in the perfumer’s palette but also because of its ancient connection to spirituality and worlds beyond our own,” the brand said. “Its inherently kinetic olfactory profile also felt really tactile, and you can sense that when you wear it.”
Notably, Rite of Way’s debut scent arrives alongside a ready-to-wear collection designed by Cul De Sac Studio. The lineup includes a hoodie, a T-shirt, and a mini tote — all of which house the label’s shell-shaped logo.
Rite of Way’s Outer Realm scent is now available to buy on the brand’s webstore for $188 USD. Take a look at the design in the gallery above.
