Paper Clips

Degree Renames NYC Subway Lines For The Hell That They Are

As the recent heatwave turned New York’s subway system into its own kind of hell, Degree Deodorant decided to let the straphangers themselves write the campaign.

It took over multiple stations, renaming them with the exact words commuters were already using.

West Fourth Street got rebranded as “Sweat Central.” Union Square became “the Boiler Room.” And Herald Square South got launched as “Molten Core.”

The campaign is “based on a very simple consumer truth,” says Chris Symmes, the brand’s head of marketing. “Every New Yorker has a story about surviving the subway in the summer. And over the last five to six years, the heatwaves in New York have become more extreme.”

That has meant more online chatter. “When we saw so many New Yorkers joking and venting on social media, we decided to tap into an existing conversation rather than trying to start a new one.”

Degree Renames NYC Subway Lines For The Hell That They Are 07/28/2026

Back To Top
×Close search
Search