BTS: MAINTAINING FOCUS

May 4, 20201 min read

Whilst we write to you another month into the current Covid-19 lockdown, we don’t want you to forget that it means we are another month closer to it being over! Hang in there.

As you know, we had to hit pause with the creation of our debut signature scent whilst our perfumers ensured they stayed safe at home. Nevertheless, we received exciting news this week that it is not long before they will be resuming work on our creation. We truly cannot wait for you to experience what we have coming and know it will be worth the wait.

In the meantime, we have been hard at work with the design of our bottle from the safety of our home, making prototypes of our designs from our home studio (the living room). Whilst we don’t want to give anything away until our product launch, we thought we would give you a peak into what we have been up to.

We are keeping our focus on delivering an incredible product for you to experience when life gets back to normal. We hope you all maintain a focus during these testing times too, whether it be with fitness, learning a new hobby, meditating, baking or getting arty to name a few. We believe keeping a focus is key, whatever it may be.

We hope you stay safe, stay strong and stay smiling where possible and we will see you again on THE 5TH.

H & G

BTS: STAY HOME

Apr 4, 20202 min read

TO OUR FRIENDS AND SUPPORTERS,

As you know, COVID-19 is a global pandemic and despite only being a small business, we stem from our far-reaching global roots that span: London, New York and Grasse in the South of France. Each of our homes are heavily affected by this coronavirus and it is of the utmost importance to us that everyone in these towns and cities, and the rest of the world, follow the advice of their local governments and comply with directives aimed at reducing exposure and dissemination of the virus. This is a global effort so we urge you all to play your part and #StayHome where possible.

In our support of people working from home, our perfumers currently do not have access to the laboratory nor the raw materials needed to continue with the creation of the fragrance and its refinement.

Due to these circumstances, we now unfortunately anticipate that we will not be in a position to launch our olfactory scent later this year and that instead this release will be postponed until early 2021. This is a difficult but necessary decision that we have made, however, we refuse to deliver a rushed product or one that has not been developed in the most safe and carefully considered environment.

Meanwhile, THE 5TH continues to be available: ask us any questions you may have, reach out to us, on social media (@THE5THFRAGRANCES), by email (INFO@THE5THFRAGRANCES.COM) or through our website (THE5THFRAGRANCES.COM).

Our shop online remains open for you to discover more about THE 5TH, our blog, and to browse our exclusive canvas tote bag. Please note that slightly longer delivery times may occur at this stage and we apologise for any inconvenience caused.

THE 5TH was founded on our love of big cities and the people that make them so unique, but also on the value of art, design and finding beauty in the most unexpected places. Therefore, we hope you take this time to protect yourself and those in need but that you also use this period to create, learn new skills and explore life through art.

#StayHome, #StaySafe.

THE 5TH

BTS: TALKING VISUALS

Mar 5, 20201 min read

Sometimes less is more. So we will do less talking in this month’s BTS Blog post and hope the below images say more than words can. Whilst on a recent call with our perfumer we were asked an interesting question; what images encapsulate the olfactory scent that together we are developing for THE 5TH? Here are some visuals that we believe express the mood, colours and emotion that our scent will evoke.

For us, this scent is the stark bustle of a big city; the unexpected blending of raw industrial materials with the refined fragrance of a 5-star hotel lobby. It is also a celebration of the contrast that can be found within these artificial cities and the calm natural waters that provide them with life (think Thames, Hudson, Seine).

See you on THE 5TH.

H & G

BEHIND THE SCENT