Rite of Way Expands Its Archetype-Inspired Fragrance Line With “Rising Sun”

Summary

• Rite of Way launches its second fragrance, “Rising Sun”
• Inspired by the journey of becoming, the scent layers cardamom, sandalwood, tobacco, and tonka
• It’s complemented by limited-edition merch, including a hoodie, hat and post earring

New York-based contemporary fragrance brand Rite of Way has launched its second scent, “Rising Sun.” This release marks the next chapter for the brand, founded earlier this year by Alex Brands, who was Madhappy‘s former Head of Brand Marketing.

As the follow-up to “Outer Realm,” “Rising Sun” is conceived as a story of becoming told in three acts: the quiet of dawn, the triumph of daybreak and the power of light. Its composition layers cardamom, sandalwood, tobacco and tonka, creating a fragrance that radiates warmth and purpose. The scent is designed to capture both serenity and strength, embodying the duality of light and shadow while offering wearers a sensory journey that evolves throughout the day.

In keeping with Rite of Way’s philosophy of merging fragrance with cultural expression, “Rising Sun” is accompanied by a curated lineup of merchandise that reflects the archetype at its core. Limited-edition pieces – including a hoodie, hat and post earring – extend the narrative beyond the bottle, allowing wearers to embody the spirit of the scent in multiple forms.

The “Rising Sun” franchise is currently avaible to shop via Rite of Way’s official webstore, priced at $188 USD.

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