“I know there’s a stigma attached to it,” he tells PEOPLE. “A stigma that I fully understand because I, too, hate the idea of a celebrity fragrance, absolutely, 100 percent.”
So … why is he creating one?
“I kind of thought to myself, ‘Well I’m interested in fashion and there’s a lot of things about it that could be really cool if done properly,” he continues. “So I want to do a thing that’s never done properly. That’s my goal.”
Though Voice costar Christina Aguilera called him out for his March 2011 Tweet, which knocked star scents, Levine says her remarks were “funny and silly and friendly. I didn’t actually see that … I heard about it,” he explains. “We were just messing around.”
As for his scent — one women’s and one men’s fragrance called 222 (his lucky number) — he promises, “It’s going to be cool.”
–With reporting by Marisa Laudadio