The Economic Times

Why do many Gen Z men wear unwashed clothes before dates? Science behind the pheromone maxxing phenomenon explained

Although it may seem strange, some Gen Z guys are adopting the unique habit of not taking a shower before a date. According to a Times of India article, young men who engage in a practice known as pheromone maxxing think that skipping showers can boost their natural aroma and possibly increase their chances of finding love. They are experimenting with body odour rather than grooming, fashion, or scents.