LONDON — In a first for both brands, Jo Malone London is teaming with the Savile Row tailor Huntsman on a limited-edition set of four men’s colognes that are meant to highlight British tradition, craftsmanship and rich raw materials.
The launch marks Jo Malone London’s foray into men’s fragrances and Huntsman’s debut set of scents. The four juices, which have ingredients including whisky, black pepper and amber, retail for 120 pounds for a 100-ml. bottle and will be sold individually. The glass bottle has been decorated with Huntsman’s gold typography and a matte burgundy cap.
The brands said they decided to team on the project because they have so much in common.
“A Huntsman suit makes you walk a bit taller, stand a little straighter, while a Jo Malone London Cologne is an extension of your personality and the perfect finishing touch,” said Campbell Carey, creative director and head cutter of Huntsman.
Carey compared the process of creating a suit to that of choosing a fragrance. “The process of selecting the cloth and style of your bespoke suit is as important as choosing the right scent; both essential extensions of one’s identity.”
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The companies said they aimed to create scents for various occasions. The Whisky & Cedarwood cologne is meant to pair with a tweed weekend suit, while Amber & Patchouli is more a match for a navy blue business suit, according to the partners.
Assam & Grapefruit cologne is targeted to the flannel trousers crowd, while Birch & Black Pepper is aimed at sporty types.
The collection, which launches this week, will be available at jomalone.co.uk, select Jo Malone London boutiques and Huntsman’s Savile Row store.
Until now, Jo Malone London has focused on home fragrances and women’s bath and body ones. The brand was acquired by the Estée Lauder Cos. Inc. in 1999 and is available in 55 countries. Although this is the first men’s collaboration for Jo Malone London, the fragrance brand is used to working with outside creatives including model and actress Poppy Delevingne, the British brand’s first ambassador, or Jo Malone London Girl.
The launch of the fragrances is another customer-friendly collaboration for Huntsman. In May, Huntsman teamed with Sotheby’s auction house to stage a one-off, online-only luxury lifestyle sale.
Lots ranged from bespoke jackets and sportswear to sporting goods and objects for the home. Pierre Lagrange, Huntsman’s owner, said at the time that he wanted to prove that heritage can be modern and fun. “I designed pieces that I personally would want. I also thought about the day-to-day. For example, you wake up, you’re in Huntsman pajamas, you get dressed in a Huntsman suit, you go look at your erotic library then you play on this tweed dartboard or you have a picnic with your Huntsman picnic basket.”
Now, five months after the auction, the Huntsman man can spritz himself, too.