All The Rage

The Image staff muses on the culture of
keeping up appearances

« Previous Post | All The Rage Home | Next Post »

Odin New York Launches a Fragrance Trio at Studio Beautymix at Fred Segal

November 24, 2009 |  3:49 pm

Odin Odin New York, the upscale Manhattan men's boutique, has branched out into fragrance with a trio of enticing unisex scents.

"We wanted to be able to deliver a fragrance line that had a distinct point of view and fairly represented Odin," said Paul Birardi, who co-owns the company with Eddy Chai. "We have always sold fragrances in our store, and watched customers' strong reactions to various scents. It is an immediate change to their entire mood."

Birardi and Chai spent over a year developing the scents in conjunction with German perfumer Drom. "It was important that each scent had interesting levels for customers to experience while wearing," added Birardi. "There was a focus on detail not just on the fragrance itself but on all components -- the feel of the box and the cap,  how the box opens, the color of the actual juice... It was about creating a line that we could all be proud to stand behind."

An artisanal approach to fragrances jibes perfectly with the store's refined merchandise -- which includes collaborations with brands including Duckie Brown and edgy pieces from labels such as Band of Outsiders, Philip Lim 3.1 and Richard Chai.

"Nomad," the earthiest of the three scents, features juniper, Himalayan cedar leaves, West Indian sandalwood and bergamont, while "Owari" veers more to the citrus side of things, boasting Owari mandarin, neroli and grapefruit leaves. "Century," the most grandiose of the bunch, is comprised of silver birch, earthy cypress, forest mint and smoky vetiver, among other simmering notes.

The fragrances, which launched this week at Studio Beautymix at Fred Segal in Santa Monica, sell for $110 for a 3.4-ounce bottle.

-- Emili Vesilind