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Nooka, the company best known for its bright plastic watches, has ventured into the world of fragrance. Why? Because, says the founder, who seems to speak entirely in koan: "Time [is a form of] universal communication and scent is universal. Scent fits into that Nooka world as a next step." The scent will be unisex, but don't call it that: "When men wear it, it's for men and when women wear it, it's for women. I wanted to make something futuristic"—hence the tagline, "the future distilled." The future costs $80, smells like yuzu, vintage leather, and pink pepper, and has already hit stores. [WWD, subscription req'd]