London Calling: London Oud from Fragrance Du Bois

by: Jodi Battershell

"London Calling," the punk rock anthem by iconic British band The Clash, has blazed a gritty and uncompromising trail through the musical landscape since its original release in 1979. Fragrance Du Bois, the niche fragrance house specializing in oud-based fragrances featuring sustainably grown and harvested agarwood, hopes to do the same with its new perfume, London Oud.

First created for celebrity client and London resident, former World Heavyweight Boxing Champion David Haye, who thought it would be a shame not to share the scent with the wider perfume world, London Oud was based on an ostensibly simple brief: create an original and a unique 100% natural, Oud-based fragrance that reflects the history and vitality of London—one of the world’s greatest cities, embracing its richness, cultural diversity and heritage. Eclectic, but quintessentially cool, London Oud captures the mood of the world-class city which is as alive today as it was when The Clash released their legendary song.

“When David Haye first approached us to create this fragrance back in 2013,” said Nicola Parker, Brand Director at Fragrance Du Bois, “I was both thrilled and a little trepidatious. I was brought up in and around London, and worked there for several years in the fashion industry. Helping to create a fragrance that told the story of a city that is close to my heart, was going to be a challenge, but also a dream job." 

Fragrance Du Bois has worked with esteemed perfumers around the world on its fragrance collection, and Nicola knew the best person for the job. "I instantly identifiedFrançois Merle-Baudoin [perfumer of Oud Noir Intense and Sahraa Oud for the brand] as the right man for the task. He worked closely with David, and as a fifth generation perfumer, who was actually born in Grasse, he understands the complexities of working with natural Oud, as well as the demands and mores of the modern fragrance world. In the middle of 2014, after almost a year of creative work, the fragrance was born, and as soon as we tested it, we knew it was going to be something very special indeed.”

London Oud opens like a fresh, spring morning in London, with nuances of citrus and lavender representing the mist rolling off the Thames, swirling across parks and around the ankles of morning joggers. As the morning progresses, so too does the fragrance, giving way to complex white floral notes which match the vibrant character of the famed city.

London Oud then bustles through busy florals and stimulating spices that reflect London’s cosmopolitan nature, before drifting through a warm afternoon into a balmy evening, in which subtle and rich woods enhance the feeling of calm and well-being. Fragrance Du Bois' daring and thrilling signature Oud joins the spicy and woody base notes, preparing the senses for an exciting night of partying in one of the world’s great cities.

"It’s our unique position as a brand that enables us to create fragrances such as London Oud," continues Nicola. "We have our very own agarwood plantations—managed by the award-winning sustainable plantation company, Asia Plantation Capital—and we can supply our perfumers not only with the best Oud oils on the market today, but also those that we know are 100% sustainable and ethically sourced. We know exactly where our Oud comes from, because we own the trees that produce it, and that gives us a massive advantage in the industry, enabling us to create our very own signature on all the fragrances we create. Most importantly, we know, for a fact, that our Oud is genuine and real. Fragrance Du Bois, unlike some other brands, would never countenance the use of synthetic Oud. It will never be the same.”

LONDON OUD

London Oud is available from select boutiques in Singapore and Malaysia right now, and Fragrance Du Bois is expanding its global market presence. A new flagship boutique will open soon in Dubai, with additional retail outlets in other countries a possibility in the near future.  (Will London Oud be available in London? Fragrance Du Bois thinks it should be and they're working on it!) In the meantime, visit the official website of Fragrance Du Bois to learn more.

Source: Fragrance Du Bois