British men's clothing brand, Topman, have launched two signature fragrances and a grooming range. Topman decided to eschew the standard route of working with a major fragrance houses and licensing the brand out, and decided to work independently, alongside Azzi Glasser to create the range.
There are two fragrances in the range - both available in Eau de Parfum strength - Parfum No. 16
and Parfum No. 27,
which are named after their original formula numbers.
No. 16 has top notes of Bergamot and Pepper; heart notes of amber; and base notes of musk and labdanum. No. 27 has notes of clary sage, anise, neroli, vetiver, nutmeg, oakmoss, cedarwood, frankincense and musks.
“For Topman to be taken seriously in the toiletries arena it was crucial to make sure that we were able to produce a range of grooming products that were both affordable and luxurious at the same time. A first on the High Street, we weren’t interested in producing a range just for the sake of it. Artistic integrity is paramount in everything we do as a brand and this range follows the same exacting high brand values resulting in beautiful products that we are all proud of and excited by.” said said Topman’s design director, Gordon Richardson.
Glasser, who worked with CPL Aromas to create the scents, said “I wanted to create fragrances that would really stand out in today’s congested marketplace and for me it’s essential to have the best quality ingredients that can represent the brand’s personality and lead the high street. This was challenging in sourcing the perfect ingredients to fit the two concepts for men and designing and tooling all the componentry that will visually portray the cool and edgy image of the Topman consumer.”
The two fragrances were launched exclusively in Topman Oxford Street, and Selfridges last week, but are now available in Topman stores throughout the UK. As well as the Eau de Parfum's, the grooming range consists of body wash, hair putty, deodorant and body spray.
See the promo video below: