Meet Rite of Way: A Spirited Fragrance Brand From One of the Brains Behind Madhappy

"Scent is a portal unearthed to show you the way inward." That's the philosophy behind Rite of Way, the newly-launched fragrance brand creating spirited scents that help illuminate the many sides of their wearers. Why? In the brand's words, "because you're the protagonist of this story."Rite of Way is the product of Alex Brands, who played a pivotal role in building Madhappy into the loungewear stalwart it is today. At launch, the label has a singular scent called Outer Realm, which the imprint ...