Tumi Unveils First Men’s Fragrance Duo: Awaken (8:00GMT) and Unwind (20:00GMT)

TUMI, the leading international travel and lifestyle brand, has announced the launch of its first men’s fragrance experience, AWAKEN 08:00 GMT and UNWIND 20:00 GMT. Created with global citizens in mind, the two fragrances were crafted with elevated ingredients sourced from every time zone. AWAKEN 08:00 GMT and UNWIND 20:00 GMT reflect the lifestyle of the modern man whose non-stop connected life is marked by the precision of Greenwich Mean Time.

“To architect a TUMI fragrance experience, we created scents that will seamlessly accompany him throughout his journey. Whether it be his daily commute or traveling to a new destination, the fragrances are an intentional add-on to his signature kit,” says Victor Sanz, TUMI’s Creative Director. “TUMI has always been synonymous with excellence in design, functionality and quality. For our first foray into fragrance, I wanted to ensure every detail was meticulously crafted to speak to our legacy as a travel lifestyle brand.”

AWAKEN 08:00GMT is a fougere citrus woody fragrance that serves as an energizing accessory to boost his day. It is refreshing, revitalizing and stimulating. It is based on the power of dreams, and the limitless mentality of the man who wears it. A powerfully fresh scent full of dynamism, it invites him to experience each day and each moment to the fullest.

UNWIND 20:00GMT captures the essence of discovery invoked by travel and examines the feeling of being transported. Exploring the unique contrast between freshness and warmth, it is crafted for the contemporary man who approaches life with casual charm and timeless style.

We spoke with Takasago Perfumer Catherine Selig about her inspiration for the fragrances. Here’s what she told us:
“Awaken and Unwind both complement and contrast one another in a unique way that describes a travelers adventure around the globe. Awaken  conveys the exhilarating feeling of going on a trip to a new destination. With an attractive dose of unexpected mystery as it diffuses, this fragrance resonates the anticipatory energy of positivity and adventure you experience before setting off on your long awaited journey.

A unique blend of ingredients sourced around the globe were carefully chosen to craft Awaken. Clary sage from Russia, Fir needle from Canada and Cedarwood from Virginia combined with a signature ingredient from Takasago Ogasawara island called Shima Lemon; just to name a few of the ingredients you will find in Awaken. “

AWAKEN 08:00GMT Scent Notes

Top: Bergamot, Grapefruit, Coriander

Middle: Clary Sage, Fir Needle, Cypress

Base: Olibanum, Patchouli, Cedarwood

“Unwind conveys the powerful feeling of wellbeing that follows an unforgettable trip for work or pleasure. This fragrance will envelop you in comfort and positivity as you remember all the powerful moments and discoveries you experienced as you take them all in. It will refresh your memory and your senses. A unique blend of ingredients sourced around the globe were carefully chosen to craft Unwind; Ginger from India and Vetiver from Haiti combined with a signature ingredient from Takasago Ogasawara island called Shima Lemon; just to name a few of the ingredients you will find in Unwind,” she continued.

UNWIND 20:00GMT Scent Notes

Top: Aquatic, Lemon, Ginger

Middle: Lavender, Sage, Geranium

Base: Vetiver, Oud, Sandalwood

Aimed to accompany him throughout his day, his travels, and beyond, both fragrances are highly concentrated and feature a patented anti-habituation technology that make them ultra-long lasting.

Designed to reflect the TUMI DNA, the flacons are elegant and timeless and fit effortlessly in his hand. The heavy sleek glass of the bottle adds to the luxurious aesthetic, while the innovative locking mechanism captures TUMI’s functional superiority. The red actuator on the cap adds a finishing touch that ties in TUMI’s heritage.

“The initiative to develop fragrances for Tumi started a while ago and the motivation came from the fact that Tumi’s DNA, like Takasago, is creativity and technology. The partnership made sense since the beginning, given the common expertise and the desire to create the next most interesting and creative fragrances. Creating a fragrance for Tumi was the most natural project for me, and I am very proud of the final product,” stated Sales Director Olivier Herrera.

TUMI Awaken 08:00GMT and Unwind 20:00GMT will retail for $100 for 100ml exclusively in the US on TUMI.com and at TUMI retail stores, as well as at Bloomingdales locations nationally, beginning in August 2020.

Since 1975, TUMI has been creating world-class business and travel essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, they’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. The brand is sold globally in over 75 countries with upwards of 2,000 points of sale.

For more about TUMI, visit TUMI.com

And follow them at @TumiTravel on Instagram, Facebook, and Twitter.

The Fragrance Group was founded as the exclusive US distributor for a select group of prestige specialty fragrances. In addition to TUMI, we are the proud Licensee for Christian Siriano Perfumes and Thalia Sodi Fragrances, the Global Distributor for Banana Republic, and the U.S. Distributor for Tiziana Terenzi, Lalique Parfums, Starck Paris, Tous, Halloween, and Desigual.

For more information, visit so-avant-garde.com and @fragrancegroup on Instagram, Facebook, and Twitter.



Christine Schott Ledes
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