Adam Levine has never been shy about voicing his opinion, including his dislike of stars who create fragrances. Then why did he create one?

He told PEOPLE that he is aware of the stigma attached to star’s fragrances something he understands because he hates the idea of a celebrity fragrance.

So, why is he doing it? To show everyone else how it’s done, it seems: “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. So I want to do a thing that’s never done properly. That’s my goal.”

Voice costar Christina Aguilera was the first to call him out for his tweet in March 2011 which knocked star scents, but Levine took no offense and called her remarks “funny and silly and friendly.”

He is going to release a male fragrance (called 222, his lucky number) and a women’s fragrance which he calls: cool.