Jake McCabe is one of the co-founders of the luxury men’s personal care brand Saint New York, who recently partnered with NBA star Jrue Holiday on a limited edition candle.
The company Saint New York was started in 2019 with the goal of combining both bold and unique aesthetics to luxury care items for men. McCabe was inspired to build a space for men, which stems from wanting to promote a feeling of confidence and a brand based on connection. The brand wants to reflect an openness for their clientele that allows men to be expressive and create a platform that empowers their sense of masculinity. The company has continued its success by expanding its product line to include basic body care items and celebrity partnerships. McCabe describes the partnership with point and shooting guard Jrue Holiday as an amazing addition to the brand and inspirational due to Holiday’s work outside of basketball. Holiday’s limited edition candle is described as a “deep and sophisticated scent, with a subtle hint of spice,” and is available on the Saint New York’s website.
McCabe spoke with our correspondent Rebecca Eugene about this recent partnership and plans for the brand in the future. He details what products customers will soon be able to purchase and the direction he hopes the company will grow in.
The Knockturnal: What was your thought process when creating the company Saint New York? What made you want to co-found a company that caters to luxury men’s personal care items?
Jake McCabe: The goal of SAINT NEW YORK was to combine bold graphic aesthetics, with clean formulas in products for guys. Sounds really simple but it had not been done before. We were really inspired by what was happening in streetwear graphically. Streetwear brands, and the expressive visuals they were projecting, really resonated with us. Personal care is about getting guys ready for the day with confidence. That confidence comes from using products that work, make you feel good and reflect who you want to be. That is what we want to deliver.
The Knockturnal: After years of developing your Brand, What sets your products apart from others within the industry?
Jake McCabe: I think it is that combination of look, attitude and formula that I just described. It’s also that since we are an independent brand, we are able to create products that we feel really strongly about. And create them at a high level. Our signature deodorant has a proprietary fragrance that we developed with the renowned fragrance house Givaudan. They are really prestigious and work with an incredible roster of luxury brands. We are really lucky to have their partnership. We just launched a limited edition candle for the holidays in collaboration with our NBA partner Jrue Holiday. Each candle is hand numbered. We developed the project with a Brooklyn-based premium candle maker. We spend a lot of time on all of the details to make something that is quite unique.
The Knockturnal: What was it like to collaborate with NBA star Jrue Holiday of the Milwaulkee Bucks on his recently launched limited edition candle?
Jake McCabe: Ali Moosally and I are lucky to have Jrue Holiday as part of the SAINT NEW YORK family. Everyone knows Jrue to be an elite basketball player, and that is impressive. But what we are most inspired by are the values that Jrue embodies. It is not just that he is an NBA champion and gold medal winner. It is that he is known for his philanthropy, and has given significant portions of his salary to support people in need. We are lucky to have Jrue as a partner because he is an elite person.
The Knockturnal: Along with co-founding Saint New York, you are also a founding partner at V Magazine, a former global creative director at Coty for the Marc Jacobs and Calvin Klein fragrance houses, and chief creative officer at WPP agency SJR. With all of your success how do you stay motivated? And what advice would you give to others finding their way?
Jake McCabe: Do what you love, take chances and do things that make you really nervous and always keep a side-hustle.
The Knockturnal: Are there any other future plans to expand your brand? If so, what can people expect to see?
Jake McCabe: Yes, definitely. As we continue to grow, we’re constantly looking for new products to launch and partners to collaborate with. Our candle designed in collaboration with Jrue, is available now in time for the holiday. This spring we will be launching a body wash, hand balm and face cream. We are looking to build out a full array of basics to keep guys smelling, looking and feeling their best.
The Knockturnal: Where do you want to see yourself and/or the company in the next five years?
Jake McCabe: It’s very important to me that SNY is not not just a product line. Remember that it is about confidence. I would like if we can be a platform where guys come together to discuss their feelings, desires, likes, dislikes – a place for connection. You look at the women’s beauty space and so many brands have been very intentional about creating a digital community that is both supportive and empowering, but there’s really no similar place for men. I think new generations of guys need a space that empowers their sense of masculinity, in whatever way they want to express it.
