NEW YORK, April 16, 2013 /PRNewswire/ -- The Cloudbreak Group has chosen graffiti legends Mint&Serf to be the collaborating team with New York Yankees™ fragrance, giving them the task of re-imagining the iconic New York Yankees™ logo. The unconventional teaming of street artists, the beauty industry, and a premier sports franchise will be one of the most unique and fresh faced branding moments to hit shelves in April.
Mint&Serf's distinctive drippy MIRF, which is featured on both the front and back of the bottle, conveys their enthusiasm for New York, yet also expresses their understanding of the overall brand of the city. "People who know us can tell you that we are both diehard New Yorkers. From Astoria, Queens to Sheepshead Bay, Brooklyn to East Tremont Ave in the Bronx to Victoria Blvd in Staten Island, graffiti opened us up to almost every neighborhood in New York City. We live and breathe New York City," said Mint&Serf. "When it comes to the symbol of New York, there is nothing more iconic and recognizable than the New York Yankees; to think that graffiti we created on the streets of New York will be immortalized alongside the New York Yankees logo is an honor."
The multimedia artists Mint&Serf were born Mikhail Sokovikov and Jason Aaron Wall. Mint&Serf, collaboratively known as MIRF, produces sculptures, graffiti, photography, public and private installations, curatorial work, commercial partnerships, publications and nightlife experiences. While Mint&Serf's creativity was originally born on walls of their beloved concrete jungle, the duo's illegal art morphed into conceptual art theory and commissions for some of the world's most recognizable brands. Mint&Serf has created original work for Nike, Red Bull, Marc Jacobs and ACE Hotel.
The fragrance was developed by The Cloudbreak Group and Firmenich (the largest privately-owned company in the perfume and flavor business). The New York Yankees™ fragrance captures a sporty and confident attitude, creating a timeless, masculine scent that contains fresh wood tones, an invigorating blend of sparkling bergamot, coriander and cool blue sage. The fragrance also evolves to reveal a fusion of crisp ivy leaves, orange flower and geranium, enhanced with rich earthy patchouli, smooth sandalwood and suede.
"It has been an honor and a privilege to work with the New York Yankees, Major League Baseball Properties and now with Mint&Serf on this fragrance," said Thomas Butkiewicz, CEO of Cloudbreak. "Mint&Serf's artistic creativity and unique knowledge of New York City will bring an unparalleled freshness to the fragrance industry."
The New York Yankees™ Limited Edition Graffiti EDT is available at Macy's, Lord & Taylor and Belk and on NYYankeesFragrance.com and Macys.com in a 200ml/6.7oz bottle for $85. The fragrance became available April 15th.
The Cloudbreak Group
The Cloudbreak Group develops intellectual property, acquires licenses and strategically identifies key properties for acquisition or investment. The Cloudbreak Group develops and distributes product globally in the following channels: luxury, department store, specialty, on-air and online channels. Its team is a unique set of professionals with extensive experience and background in multiple market segments, including Thomas Butkiewicz, Duncan Bird, Dennis Keogh and Jennifer Mullarkey.
SOURCE The Cloudbreak Group