10.16.23
Scent Beauty, Inc., a leading emerging omnichannel beauty platform, has launched Stetson Legend, a new luxury fragrance targeting the next generation of Stetson man.
A modern, elevated expression of the brand’s iconic Western heritage, Stetson Legend embodies the same quality and sophistication that define its iconic hats, boots, apparel and accessories, the brand says.
At a higher concentration than a classic cologne, Stetson Legend is crafted with contemporary notes of upcycled cedarwood, vetiver, and wild desert sage, and is designed to resonate with a modern consumer seeking a premium fragrance that combines the spirit of the great outdoors with the sophistication of leather and woody notes.
“I’m honored to carry on my journey with Stetson and introduce Legend—a scent for the next generation of men who work hard and know how to clean up nice when the situation calls for it,” said Stetson brand ambassador Luke Grimes, star of the hit Paramount television series ‘Yellowstone.’ “It’s fresh yet still rugged, like the gentlemen it is intended for.”
Luke's passion for fashion, music and the American West align with the values of the Stetson brand.
“Stetson Legend is an exciting and modern scent profile embodying Stetson’s unparalleled heritage, quality and authenticity, and is a significant step forward in updating our fragrance portfolio,” said Robert Dundon, CEO of Stetson. “It will only add to the incredible momentum around the Stetson brand overall, and we couldn’t be more excited about its launch.”
Stetson Legend will launch October 17 and retails for $39.99 on Amazon.com, Meijer, Stetson.com and ScentBeauty.com.