Hawthorne Launches Cologne Collaboration with Sega's Jet Set Radio
HAWTHORNE LAUNCHES COLOGNE COLLABORATION WITH SEGA'S ICONIC JET SET RADIO™
A unique fragrance collab celebrating the 25th anniversary of one of gaming's most beloved cult classics
New York, NY — December 9, 2025 — Hawthorne, the rising fragrance brand known for its long-lasting cologne, has teamed up with SEGA's legendary title Jet Set Radio to launch a historic collaboration, coming Thursday, December 11, 2025. Timed to celebrate 25 years since the original game's release on the SEGA® Dreamcast, the cologne blends elements of pop culture and nostalgia in ways the category has never seen before.
The limited-edition release features two colognes including the GG's Mango Riot and Noise Tank's Phantom Melon, inspired by the rival street gangs at the heart of Jet Set Radio's Tokyo-to universe. Each scent draws from Tokyo-to's stylized night markets and graffiti-covered streets, channeling the energy of Shibuya-cho and Benten-cho and the crews that run them. Loud, fruit-forward, and made for the moment, these products are designed to be worn, lived in, and remembered.
For today's youth culture that are fluent in rediscovery and remix, Jet Set Radio's visual language, neon grit, and anti-system cool DNA is not retro; it's reference. This collab reactivates that legacy for today's audience through a new medium: scent as a collectible, culture you can wear. It's a drop that bridges past and future, made for those chasing originality over algorithms.
“Jet Set Radio helped define a generation when it released on the SEGA Dreamcast 25 years ago,” said Hez Chorba, Vice President of Business and Creative Transmedia West for SEGA of America. “The game was renowned for its revolutionary graphics, innovative gameplay, and iconic soundtrack. We're excited to continue to celebrate its ongoing legacy in partnership with a brand like Hawthorne that matches Jet Set Radio's rebellious edge, underground culture, and ability to make a statement.”
“We created Hawthorne to expand what scent can do,” said Phillip Wong, Cofounder and Chief Creative Officer at Hawthorne. “Jet Set Radio had the exact kind of energy that we and our audiences are drawn to, loud, daring, and way ahead of its time. This isn't just another status bottle; it is new energy built from timeless spirit and something that expands both the world of Jet Set Radio and the Hawthorne scent experience.”
The Jet Set Radio x Hawthorne collection drops Thursday, December 11, 2025, exclusively on hawthorne.co, with select retail rollout beginning January 2026.
About Hawthorne.
Hawthorne is a next-gen fragrance brand creating colognes that hit harder and cut straight through the noise. Sold in 6,000 retail stores across the U.S. including Target, Ulta Beauty, Walgreens, and Nordstrom, Hawthorne is known for long-lasting colognes and high-performance personal care scented by world class perfumers and recognized by countless industry awards. Since launching, the brand has redefined what everyday fragrance can be: personal, expressive, and unfiltered – scent that lets you communicate who you are without saying a word. From its new sold-out Surround Scent Cologne Collection launched in Target this year to its limited-edition collaborations across music, sports, fashion, and gaming, Hawthorne continues to push the category forward with products that are made to be worn and remembered. Explore the full collection at hawthorne.co.
About SEGA of America, Inc.
SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA CORPORATION, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative experiences for console, PC, mobile and other emerging platforms. SEGA is the first publisher to rank #1 three separate times (2016, 2020, and 2024) in Metacritic's Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog™, Total War™, Like a Dragon™, Football Manager™, Virtua Fighter™, and Crazy Taxi™, along with Atlus' Persona series and the critically acclaimed new IP, Metaphor: ReFantazio™. The company is also expanding its transmedia strategy, with numerous film and TV projects underway across multiple franchises. SEGA of America has offices in Irvine and Burbank, California. Visit www.Sega.com.
©SEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA and JET SET RADIO are registered trademarks or trademarks of SEGA CORPORATION. All other trademarks, logos and copyrights are property of their respective owners.
A unique fragrance collab celebrating the 25th anniversary of one of gaming's most beloved cult classics
New York, NY — December 9, 2025 — Hawthorne, the rising fragrance brand known for its long-lasting cologne, has teamed up with SEGA's legendary title Jet Set Radio to launch a historic collaboration, coming Thursday, December 11, 2025. Timed to celebrate 25 years since the original game's release on the SEGA® Dreamcast, the cologne blends elements of pop culture and nostalgia in ways the category has never seen before.
The limited-edition release features two colognes including the GG's Mango Riot and Noise Tank's Phantom Melon, inspired by the rival street gangs at the heart of Jet Set Radio's Tokyo-to universe. Each scent draws from Tokyo-to's stylized night markets and graffiti-covered streets, channeling the energy of Shibuya-cho and Benten-cho and the crews that run them. Loud, fruit-forward, and made for the moment, these products are designed to be worn, lived in, and remembered.
For today's youth culture that are fluent in rediscovery and remix, Jet Set Radio's visual language, neon grit, and anti-system cool DNA is not retro; it's reference. This collab reactivates that legacy for today's audience through a new medium: scent as a collectible, culture you can wear. It's a drop that bridges past and future, made for those chasing originality over algorithms.
“Jet Set Radio helped define a generation when it released on the SEGA Dreamcast 25 years ago,” said Hez Chorba, Vice President of Business and Creative Transmedia West for SEGA of America. “The game was renowned for its revolutionary graphics, innovative gameplay, and iconic soundtrack. We're excited to continue to celebrate its ongoing legacy in partnership with a brand like Hawthorne that matches Jet Set Radio's rebellious edge, underground culture, and ability to make a statement.”
“We created Hawthorne to expand what scent can do,” said Phillip Wong, Cofounder and Chief Creative Officer at Hawthorne. “Jet Set Radio had the exact kind of energy that we and our audiences are drawn to, loud, daring, and way ahead of its time. This isn't just another status bottle; it is new energy built from timeless spirit and something that expands both the world of Jet Set Radio and the Hawthorne scent experience.”
The Jet Set Radio x Hawthorne collection drops Thursday, December 11, 2025, exclusively on hawthorne.co, with select retail rollout beginning January 2026.
About Hawthorne.
Hawthorne is a next-gen fragrance brand creating colognes that hit harder and cut straight through the noise. Sold in 6,000 retail stores across the U.S. including Target, Ulta Beauty, Walgreens, and Nordstrom, Hawthorne is known for long-lasting colognes and high-performance personal care scented by world class perfumers and recognized by countless industry awards. Since launching, the brand has redefined what everyday fragrance can be: personal, expressive, and unfiltered – scent that lets you communicate who you are without saying a word. From its new sold-out Surround Scent Cologne Collection launched in Target this year to its limited-edition collaborations across music, sports, fashion, and gaming, Hawthorne continues to push the category forward with products that are made to be worn and remembered. Explore the full collection at hawthorne.co.
About SEGA of America, Inc.
SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA CORPORATION, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative experiences for console, PC, mobile and other emerging platforms. SEGA is the first publisher to rank #1 three separate times (2016, 2020, and 2024) in Metacritic's Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog™, Total War™, Like a Dragon™, Football Manager™, Virtua Fighter™, and Crazy Taxi™, along with Atlus' Persona series and the critically acclaimed new IP, Metaphor: ReFantazio™. The company is also expanding its transmedia strategy, with numerous film and TV projects underway across multiple franchises. SEGA of America has offices in Irvine and Burbank, California. Visit www.Sega.com.
©SEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA and JET SET RADIO are registered trademarks or trademarks of SEGA CORPORATION. All other trademarks, logos and copyrights are property of their respective owners.
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