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![🇯🇵Meet Setchu, a new fragrance brand launching five scents blending elements of East and West, each named after a specific moment in time. Setchu is a Milan-based fashion brand whose style and designs are based on the fusion of Eastern and Western cultures. This fusion of East and West can be seen in the fragrance bottles’s split dice design inspired by tea boxes, where one side of the dice represents Japanese ingredients and the other, Western ingredients. The two cultures merge to become one complete fragrance. Founder Satoshi Kuwata worked with perfumer Julie Massé (Giorgio Armani Thé Yulong, Sì Passione) to translate these everyday moments into fragrance. 🍵MONDAY 9 AM | GENMAICHA Genmaicha is a very specific type of tea that features a blend of green tea and roasted popped brown rice. The fragrance centers around the genmaicha note, while adding uplifting bergamot and earthy vetiver. 🍋WEDNESDAY 5 PM | YUZU “An ancient Eastern citrus fruit, intensely aromatic and refreshingly crisp, traditionally used in both cooking and ceremonial baths during the winter season.” — Satoshi Kuwata The yuzu in this fragrance is joined by spicy ginger, smoky incense, and woody cypress notes. 🐟THURSDAY 1 PM | AYU “[Ayu is] a freshwater fish that lives in clear, cold rivers. It feeds exclusively on a specific type of algae that grows only in pristine waters, giving it a delicate, almost fruity flavor, reminiscent of melon. Fished during the warmer months, it is a symbol of summer and holds a special meaning for me, a fisherman at heart. It reminds me of being immersed in nature, in a time that isn’t about waiting, but about presence.” — Satoshi Kuwata The unique Ayu note is combined with red seaweed, earthy moss, and Mediterranean solar notes. 🌾FRIDAY 2 AM | TATAMI “[Tatami is] a symbol of home, it carries the scent of fresh grass and evokes intimacy, warmth, and cleanliness, yet remains sensual. The tatami is present in every one of my expressions, a solid foundation on which the entire story of my world rests.” — Satoshi Kuwata The comforting tatami note is joined by earthy hay, fir, and a cereal accord. ♨️SATURDAY 8 AM | HINOKI BURO A hinoki buro refers to a traditional wooden Japanese bathing tub, the best of which would be made from Taiwanese ancient red cypress. Setchu captures this traditional Japanese bathing ritual through notes of hinoki, cypress, fir, and warm steam accord. Setchu’s line of fragrances in currently available exclusively at Dover Street Market (NY, LA, Paris, London, Ginza). #perfumetok #perfume #fragrance](/video/cover/7551101969323068727.webp)
