Joya is cranking up the quantity with its newest collaboration.
The Brooklyn, N.Y.-based candle model has joined forces with the band Grateful Dead on a limited-edition number of candle scents. The three fragrances can be found in votives or in sculpture type, long-established after the band’s dancing bears graphics. Prices vary from $12 for a matchbook to $225 for a full set of three dancing bears, accessible on Joya’s web site.
The model has mastered the unorthodox magnificence team-up, having collaborated with Brooklyn pizzeria Lucali and the Minions for previous launches. This collaboration’s alternatives had been manifold, from pushing product improvement to constructing on private passions, mentioned Frederick Bouchardy, founding father of Joya.
“I’m actually into iconography, patterns that join, and the Grateful Dead have such a passionate fan base,” he mentioned. “Fragrance is a bit of totally different, particularly in a world the place we’re promoting lots of issues digitally, and we’re transferring away from in-person experiences the place you assume that experiencing a pattern can be actually necessary. That’s why our firm goes above and past to create issues that different corporations can’t, and to inform tales in our personal method.”
Bouchardy reinterpreted the bears — one of many Grateful Dead’s logos — as artwork faculty college students. Each is scented based mostly on college-age weight loss program mainstays like cotton sweet, lemon drops and bitter strawberries. “It’s this humorous thought, artwork faculty children and school children typically eat junk meals, they usually use that energy to stimulate concepts and vitality,” he mentioned. “That’s what the scents are actually based mostly on.
“We’re paying homage to the artwork faculty children who’ve labored at Joya Studio,” Bouchardy continued, noting that he found the Grateful Dead throughout his school days, and that he needed to faucet into customers’ nostalgia with the merchandise.
“The thought of getting these childhood nostalgic scents, all people is aware of what they style like,” he mentioned. “We needed individuals to contextualize it and make it one thing the place individuals might actually think about the scents.”
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