Floris launch Jermyn Street – gin and freshly laundered shirts mark 300 years of scent…

For over 300 years, the beautiful Floris perfumery has been in London’s historic Jermyn Street, surrounded by gentleman’s outfitters and gin distilleries – some of which date back even further than the Floris boutique itself. Inspired by the tangible history around them and their own incredible heritage, in October 2014 they created a very limited edition ‘By Request’ fragrance – Jermyn Street – named for the very location and aiming to distill a piece of that history in every bottle, which has this very day been re-launched into the Private Collection due to popular demand…
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Floris say: ‘…an acknowledgement of what has the been the backbone of the family business for nearly 300 years – London and our home at 89 Jermyn Street. The fragrance, like its inspiration, has the feel of refined elegance, understated class and style.

The scent brings together a celebration of the immediate world around us, where we still develop and sell our fragrance, with all the diversity and excitement that it offers. Jermyn Street in 1730 was a world of enterprise, excitement and migration that brought with it knowledge and opportunity. Nearly 300 years later, we observe little has changed.
Drawing on notes of gin and old copper stills, with a splash of lemon, an initial burst of citrus and green notes have been blended with the abiding msaculine vetiver which runs through the fragrance from its introduction in the base. This is supported in the heart with, as well as juniper, a contemporary twist of coriander, also a subtle compliment in gin creation. The fragrance also draws on green woody notes of the London Plane – London’s most popular tree, which still stand with stoic reliance proudly in front of the store today.
Edward Bodenham – 9th generation Floris family member, with in-house perfumer Penny Ellis

Amber, cedarwood and musk are crafted to represent the delicate scent of crisp cotton inspired by the renowned shirtmakers taking up residence in the iconic and discreet shopping destination named after Henry Jermyn in 1664.
An iconic modern unisex classic which is infused with the fabric of Jermyn Street throughout the centuries.’

Floris are also delighted to invite you to a drop in to view the live window installation for the Jermyn Street fragrance, being created by award-winning artist Clym Evernde.
The event is taking place right now – today! – Thursday 30th July until 4pm at Floris, 89 Jermyn Street, St James’s, London, SW1Y 6JH.
Even if you can’t see the artist working in person, do drop by to see a real (and rare!) pice of living history that keeps alive by respecting its heritage, while joyously creating new fragrances that proudly bear the Floris name…
Floris Jermyn Street, £120 for 100ml eau de parfum
At Floris

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