Oy Voi!

At my age it’s often difficult to stay down with the kids. To be honest, I’m not entirely sure I want to be. Frankly, I can barely bring myself to indulge in modern language like ‘amazeballs’ and ‘totes’ on Twitter so when the new fragrance from Voi Jeans landed on my desk a few months ago I filed it under misunderstood yoof at the back of my cupboard. But while rumaging through things today I gave it a smell and it’s actually not of half bad.

If you detect more than a hint of surprise it’s because I’ve learnt not to be all that impressed by mid-priced fragrances. But then, to be honest, I’ve learnt not to expect much from the one costing £40 or more either so

Voi Jeans, I’m reliable told, have a celebrity following including Amir Khan, Aston Merrygold from JLS and Zain from One Direction and I can actually see them all wearing this accompanying fragrance. Though a heady, heavy fragrance –  with considerable staying power – Voi Jeans For Him is actually not half bad and spot on for its target market of young urban lads. Think Hugo Boss’ generic but wearable Hugo meets Mugler’s ostentatious A*Men – fresh and lemony but sweet and musky too, with amber and vanilla. Amazeballs.

Voi Jeans For Him costs £25 for the 100m eau de toilette. Call 0870 850 3868 for stockists.