Hey there! We're not suggesting anything about masculinity or what defines a man. This is just about creating a great product for a segment of the population- we eventually want to branch out. But, for the current, fragrance is the #1 people reason purchase FREY. The fragrance is tailored towards men. No one suggests "fragile masculinity" when a men's cologne is created, and the idea is similar here. The fragrance from your laundry not only covers your clothing, but your sheets, your towels, and every other aspect of linen. Seems counter-intuitive to purchase a cologne you enjoy, but wash clothes with a fragrance that's not tailored to you as well! Just our thoughts (along with thousands of customers), but by no means are we suggesting anything about what defines masculinity =)

Also, 30 - 40% of our customers are women. We're created for everyone, just tailored towards some =)

My monthly subscription of beard products and enjoyment of craft beers define who I am as a man

I too am a man, white and aged 26-35. For too long my opinions and demands have not been heard by marketers. Finally I can influence the scent of laundry detergent and have freshly cleaned clothing that smells of fox hunting, barber shops and the peatiest of scotches.

See some of our above comments! Not trying to define masculinity, but if you've ever used cologne, you might find you love us- a cheaper, better, more all-encompassing solution =)

Mmmmmhh craft beers... But hey, if you are a guy that appreciates your scent then give us a go! You will not be disappointed! Thank you for your opinion :)