Prince serves up trendiest collab yet with limited-edition fragrance “Ace Ace Baby”
The heritage racquet manufacturer has teamed up with Snif, a direct-to-consumer parfumerie, to launch a new fragrance that embodies court-side cool.
MIAMI, Fla.—Prince has been synonymous with tennis since the 1970s, when their signature oversized racquets revolutionized the pro game. But with interest in the sport at an all-time high—and its aesthetics ruling the runways the world over—the heritage racquet manufacturer has been plotting out some bold moves in the fashion and lifestyle department.
Enter Snif, a direct-to-consumer parfumerie that specializes in crafting genderless luxury fragrances, with a mission to make the online perfume shopping experience as seamless as possible.
Known for buzzy collaborations and headline-grabbing products—one of their most viral scents perfectly captures the smell of gasoline—Snif has teamed up with Prince to launch a brand new fragrance that embodies court-side cool.
Ace Ace Baby features a lemonade accord with notes of ginger, timur pepper, white freesia, green apple blossom, lavender, grass, and blonde wood. The fragrance launched in a limited-edition run during the Miami Open.
It’s the latest on-trend collaboration for Prince, who have been keen to venture beyond the baseline in order to attract a younger audience. The brand has previously teamed up with lifestyle labels like Sporty & Rich, PacSun, Illesteva and more.
“Snif is helping us extend the lifestyle piece—Prince is an American, iconic brand, and Snif is changing how people buy fragrance,” said David Grutman, Prince’s creative director, in an interview with WWD.
“Prince has a 50-plus-year heritage, and we want the Gen-Zers.”
The Prince vs Snif collab will also include merch in the form of co-branded Ace Ace Baby sweatshirts—marking Snif’s first venture into apparel.
Ace Ace Baby is available at Snif.co, and retails for $65 for 30mL and $25 for 10mL (USD).