We all have read that “we remember 35% of what we smell, but only 5% of what we see”.
Step into a great store, and you feel something before you notice the lighting or the playlist. It’s the air itself, an aroma that steadies your breath and says you’re in the right place. Scent, once an afterthought, is now a core layer of retail identity: a moment of stillness in a visually loud world, an instant trigger for memory and emotion.
A signature scent with intent does more than smell pleasant; it becomes part of the rhythm of the store that expresses the mood, intention, and identity of the brand. Today, that idea takes a nationwide leap. Misc. Goods Co. fragrances are now featured in select American Eagle stores across the country.
Why American Eagle Chose Misc. Goods Co.
At first glance, we might seem an unlikely duo: a national brand and a small-batch fragrance company. However, there is more to their collaboration; it is rooted in shared values. American Eagle and Misc. Goods Co. agrees on the quiet strength of simplicity, the elegance of contemporary rituals, and the value of high-quality daily essentials.
As American Eagle refreshes their in-store experience, our fragrances perfectly complement their vision: wood-based, clean, and heavily laden with atmosphere. The scents signify a subtlety that makes them ideally suited to accompany the modern ritual of everyone taking time to care for themselves every day.
The Fragrance Lineup: What’s in Stores Now
You can now find a curated selection of Misc. Goods Co. scents at select American Eagle stores across the country. Everything is designed to be long-lasting and emotionally centering.
Here’s the in-store line-up available in cologne and incense:
Underhill
This scent evokes a walk in the deep woods and ancient warmth. Inspired by pipe tobacco, beaten leather, and weathered cedar logs, the scent has the following notes and vibe:
Notes : Tobacco, leather, rosemary, clove, balsam, amber.
Vibe : Timeless, rugged, nostalgic.
Valley of Gold
A light, bright scent, inspired by the fields after a rain. Florals with layers of sweetness, resin, and lavender.
Notes : Lavender, balsam, sage, rose, honey.
Vibe : Airy, botanical, lazy mornings.
Greyhaven
The emotion of standing on the edge of the ocean just before dawn? That’s what this scent evokes. It’s coastal, bright, and lightly mineral.
Notes : Tea tree, cedarwood, lime, bergamot, sage.
Vibe : Clean, crisp, meditative.
A New Chapter for Signature Scents in Retail
The retail industry is starting to awaken to the magic of subtlety. The venues we occupy while shopping provide multi-sensory experiences. Brands are not just making spaces to transact, and scent is leading this initiative.
For the first time, signature scents for stores may be as important as signage or lighting. Our collaboration with American Eagle is indicative of this larger shift. A world in which the atmosphere is as important as the inventory.
The Design Behind the Scent
Our fragrances are crafted with the same approach we bring to everything at Misc. Goods: quietly considered, inspired by nature and memory.
- All scent lines use wood-based, clean ingredients as a base.
- All scent formulations are made in-house, in small batches.
- The scent combinations have notes that signify groundedness: cedar, moss, smoke, citrus, clay, and lavender.
Not all scent outcomes are perfume for the sake of a sensory feeling. It is a signature scent design with intention. Meant to withstand time. Meant to feel like home.
What This Means for Us (and You)
For us, this partnership is big. Our purpose has always been to design objects that create clarity and calm; now that mission reaches a wider audience through a trusted American retailer.
To friends who have been with us since the first incense stick, thank you. To everyone discovering us at American Eagle, welcome!
Where to Find It: Your Guide to In-Store Fragrance Discovery
Fragrance is personal. That's why we would encourage you to take your time. Here’s where you could look to explore the scents available at American Eagle stores:
- Find the fragrance display, usually located near the checkout or lifestyle section.
- Use a scent card to test each blend, or introduce it lightly to your wrist.
- Allow the scent to breathe. Scents develop over time. Don't rush the decision.
- Return in 15-30 minutes and see how it feels on your skin.
No pressure. No push. Only space to discover. The best scents are the ones that choose you back.
Big Reach, Small-Batch Soul
In a world of lightning growth and deafening launches, we grow in intentional footprint, not in haste.
Find us at select American Eagle stores and bring home a scent that carries calm, craft, and a quiet sense of place. Explore the collection and let one subtle aroma tell the story for you.
