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As a graphic designer-slash-marketer-slash creative director, industry veteran Jean Christophe Le Grévès is expert at mixing art and commerce. Now, he’s adding entrepreneur to the list, with the launch of Thirdman, a trio of eaux de cologne that merge functionality with quality. “Each fragrance is a modern take on an avant-garde freshness,” says Le Grévès, of the scents, Eau Monumentale, Eau Moderne and Eau Profounde.
This story first appeared in the April 13, 2012 issue of WWD. Subscribe Today.
The line launched in March at Bergdorf Goodman and Neiman Marcus. Each scent comes in three sizes—50 ml for $75, 250 ml for $150 and 500 ml for $250—and all were created to be used liberally. “Most people associate splashes with being not so high end,” says Le Grévès, who was inspired by Jean Naté when creating the line, “but we wanted to bring a very high-quality proposition that is still functional at all times.”