The men's fragrance market is about to get down — with a Juicy Couture men's fragrance called Dirty English.
"We've wanted to do a men's fragrance for a long time," said Gela Nash-Taylor, who along with Pamela Skaist-Levy founded the Juicy Couture brand. "Since we began our men's line [in 2004], we've been upping the ante in contemporary men's wear, and men are more into beauty and grooming products than they've ever been. They are buying their own pomade and fragrance, and their own clothes, rather than waiting for women to buy all of those things for them. This is the perfect time to launch a men's scent."
Dirty English, said Nash-Taylor, is a combination between her self-proclaimed Anglomania (she is married to Duran Duran bass player John Taylor) and Skaist-Levy's "CZ Guest style" with a dash of attitude inspired by a 1976 review of a Sex Pistols concert. The scent also takes a few style cues from the 5,000-square-foot Juicy Couture flagship the pair opened on Rodeo Drive in October, she said. "We have a loft that is designed to make men want to come and hang out," Nash-Taylor said of the upstairs space, intended to resemble a billiard room. Details include parquet herringbone floors, a leather couch, a gold knight in armor propped next to a fireplace and a surfboard reading, "Dude, Where's My Couture?" She's hoping the similarly he-man details on the fragrance — including chain built into the cap and a square, heavy glass bottle — also will draw men in. And, promised Nash-Taylor with a laugh, "Any self-respecting bad boy will want to wear it."
The scent, by Givaudan's Claude Dir, has top notes of peppered mandarin, blue cypress, Calabrian bergamot, caraway and cardamom pods; a heart of marjoram, black leather and the proprietary Santal Fatal accord, which consists of sandalwood, atlas cedarwood and vetiver roots and a dry-down of agarwood, ebony wood, black moss absolute and amber musk.
"The Juicy Couture women's fragrance has been an incredible success globally, and we are expecting the same type of success from Dirty English," said Art Spiro, president of Liz Claiborne Cosmetics, which holds the Juicy Couture fragrance license. "It's got style, with an irreverent wink."
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)