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The Genderful Universe of Boy Smells

A brief explanation on how, what, why we landed on 'genderful' as a starting point in everything that inspires the galaxy that is Boy Smells.

GENDERFUL A still from the Cologne de Parfum campaign, captured by Chandelier Creative Studio.

gen·der-ful (jen-der-fuhl)
noun-esque, adjective-ish when wet; primary state of thriving

What is GENDERFUL? BOY SMELLS argues it’s the WORLD we’re living in, at least when we’re talking to those who still believe in bi·nar·ies. It’s a gag to ask what GENDERFUL isn’t—what it refutes, upends and overturns: modes of thinking, now demode; rules for self-presentation, now set out to pasture. But, we live in all that genderful IS: sensuous, accessible and bright: our fertile space of boundless identity. It’s a pro-multiplicity manifesto about individuality that sees life as a never ending reveal party where nobody gets hurt. (Unless you’ve already agreed on a safe word.)As opposed to genderless, it is not a blank slate, or even a clean slate—genderful is the big box of crayons, that jumbo set you were always tempted to eat as a kid.It’s the sumptuous spectrum of your identity mixology, unlocked and on tap.Harness your power where you find it, damn what other people might think. It is a reflection of our COMMUNITY, from the bold women and femmes taking up the patriachal space, to the members of our vibrant queer family; anyone who’s ever felt not fully seen.

“Genderful is permission to make the rules for yourself.”

We are proud agents of change in a world that stans the status quo. With a mix of masculine and feminine scent notes, Boy Smells encourages the wearer to nurture those dualities within, always in a fluid adventure, never idling in static states.

Genderful is permission to make the rules for yourself. 

Boy Smells was conceived in EXCESS of the two-party gender regime. Our products facilitate your journey to self-fulfillment, ritualizing self-love through multiple avenues of self-expression. Boy Smells is fluent in FEMININITY as much as MASCULINITY, packaged in floral pink but rooted in vetiver musks; a mix of traditionally masc and femme scent notes that celebrate full-spectrum of gender inside us all.

 We are running (the business) in heels and we hope that you’ll JOIN US.Identity is a daily ritual—SCENT ACCORDINGLY.