MSCHF's new fragrance smells like petrol

MSCHF is a New York-based collective of creatives and designers whose offbeat and unpredictable creations poke fun at an industry considered elitist and classist. The well-known interdisciplinary collective aims to surprise, shock and, of course, make people talk about themselves with products that are destined to go viral. If MSCHF has created Jesus Shoes, Satan Shoes and shopping bags in the past, the collective's latest stunt has to do with a perfume. Smells Like WD -40 is the irreverent collective's new fragrance, inspired by none other than an industrial lubricant.

Available on the company's website for $48, MSCHF's "Eau de Industrie" recreates the chemical smell of WD -40 using expensive raw materials such as oud, jasmine oil and rose petals, ingredients used in the formulation of fine perfumes. MSCHF is not the inventor of this type of perfume - there is a post on the online forum Fragrantica about perfumes that mimic the smell of petrol. The collective's latest prank may instead be an attempt to capture the essence of workwear, an obsession of the fashion world and beyond, in a can. When brands like Marni and Gucci have collaborated with Carhartt and Dickies, it's only a matter of time before the beauty industry embraces workwear imagery.