With 39 standalone stores in the UK fashion retailer Superdry is certainly a force to be reckoned with and this month sees the launch of its first premium fragrance collection with a trio of scents aimed at men – Dry, Double Dry and Dry Oil. Clearly the brief for Double Dry was to come up with something very much in the same vein as Abercrombie & Fitch’s distinct, controversial but incredibly popular Fierce and in this it succeeds, thanks to shared woody, spicy and mossy notes. In fact, close your eyes, give it a spritz and you could also be in the flagship A&F store, surrounded by implausibly good looking teens.
And while the scent might be a bit derivative it does at least pick up a few brownie points for its packaging. As well as the quirky ’box’, made from layered sheets of cardboard, the bottle itself comes with an aged leather wrap that can be removed and worn as a wrist strap. Nifty.
The Dry by Superdry Fragrance Collection costs £55 for each 100ml bottle and is available from Harvey Nichols, Harrods, Selfridges, House of Fraser and Superdry stores and concessions nationwide.