Robert Graham men’s fragrance collection mimics liquor

By Deanna Utroske contact

- Last updated on GMT

Robert Graham "Blended Essences" (image courtesy of the brand)
Robert Graham "Blended Essences" (image courtesy of the brand)

Related tags: Perfume

The fashion brand’s latest project takes a cue from the presentation packaging and careful distillation processes commonly associated with spirits, a strategy the company founder believes will capture the attention of discerning men.

"Men are so attached to rare and collectible spirits, they're a part of his life,” ​explains founder Robert Stock, in a media release about the men’s fragrance line.

We created the fragrances and the decanters as something men can relate to – an artful bottle he would want to keep to decorate his desk, study or book shelves," ​he says.

All the trappings

From packaging and labeling to the formulation process and marketing language, the Robert Graham collection takes every opportunity to evoke the pleasurable complexities of sophisticated liquors.

The “blended essences,”​ are being touted as a new fragrance category: “Instead of creating the expected Eau de Toilette or Eau de Parfum fragrance, master perfumers have blended the finest raw ingredients at their optimal levels to create a whole new category,” ​according to the company release.

“These…are the product of a singular blending and aging process that yield a flight of rich and expressive scents.”

Bottled in glass decanters made in Italy, labeled with fabric (as is common for fragrances that fashion houses produce), and capped with ornate toppers (such as a ram’s head with crystal eyes), this men’s collection is meant to be seen and treasured.

Scent portfolio

The three new fragrances are called Robert Graham Courage, Robert Graham Valour, and Robert Graham Fortitude.

Courage comprises notes of Vodka Citron, Bergamont, and Smoky Guaiac Wood, according to the company’s release. Valour “Walks the line between fresh and sybaritic, mixing top notes including Clary Sage, Coffee Santos and Amber Wood.”

And, Fortitude has Tobacco Absolute as its top note and beneath that Patchouli and Tonka Bean.

Business notes

Based in the US, Robert Graham got its start in 2001 and is owned by Differential Brand Group. The “American Eclectic” ​fashion brand operates 30 freestanding shops across the country.

This first fragrance collection from Robert Graham went on sale yesterday at Bloomingdales as well as at the brands own shops and e-commerce site. The scents are priced at $295 for the 250ml size and $125 for the 100ml size.

Related topics: Brand Innovation, Fragrance, Packaging

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