Hardwell Has Announced The Release Of His Own Cologne ‘Eclipse’

Ever since Robbert van de Corput, aka Hardwell, was crowned the number one DJ in the world, the Dutch DJ and producer has been busy expanding way beyond the booth. Between running his own record label, Revealed Recordings, dropping the 2015 documentary “I Am Hardwell: Living the Dream,” and headlining basically every major festival on the planet, dude clearly does not believe in slowing down.

Just recently, Hardwell was awarded the ‘Best International DJ’ as well the ‘Best Big Room House’ artist by Ibiza’s annual DJ Awards. Add that to a packed festival schedule and it is safe to say 2017 has been a massive year for the Dutchman.

Now Hardwell is looking to build his brand outside of music entirely. Aside from DJing and producing, he just announced the launch of his own cologne, ‘ECLIPSE,’ proving that DJ merch has officially graduated from t-shirts and snapbacks to actual fragrance counters. The new scent will launch on October 20th at Douglas, a major beauty and perfume retailer based in Amsterdam.

Naturally, the announcement has come with its fair share of criticism online, with fans split on whether a DJ dropping a cologne is a genius branding move or a step too far into celebrity-merch territory. Either way, Hardwell is using his name and massive platform to further build his empire, and honestly, in an era where top DJs are basically running full lifestyle brands, this tracks. Robbie Williams has a fragrance, David Beckham has a fragrance, why not Hardwell too.

Hardwell teased the launch on Instagram with a simple, to-the-point caption:

https://www.instagram.com/p/BZv_mWTnzAG/

No word yet on scent notes or where else ECLIPSE will be sold outside of the Amsterdam launch, but given how much Hardwell has expanded his brand this year, do not be surprised if this cologne pops up on shelves well beyond the Netherlands. It also would not be shocking to see other top-tier DJs follow suit if this launch does well, since dance music has increasingly become as much about lifestyle branding as it is about the music itself.

Editor’s note: At the time of original publication, full details on ECLIPSE’s scent profile and international retail availability had not been released.