Launches & Releases

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Nooka, the company best known for its bright plastic watches, has ventured into the world of fragrance. Why? Because, says the founder, who seems to speak entirely in koan: "Time [is a form of] universal communication and scent is universal. Scent fits into that Nooka world as a next step." The scent will be unisex, but don't call it that: "When men wear it, it's for men and when women wear it, it's for women. I wanted to make something futuristic"—hence the tagline, "the future distilled." The future costs $80, smells like yuzu, vintage leather, and pink pepper, and has already hit stores. [WWD, subscription req'd]