Italian fashion line Dsquared2 will launch their debut fragrance, 'He Wood', this coming September (in the US in 2008):The concept evokes the forests of Canada, where the twins who founded the label, Dean and Dan Caten, were born. He Wood features notes of cedarwood, white fir and violet leaves. In keeping with the wood theme, the square-shaped flacon is framed in Canadian red alder wood.
“The fragrance is not lumberjack; it’s woodsy. It’s really about our story of being born in Canada and creating in Italy. It’s so personal,” said Dan.
The ad campaign is in black and white image shot by Steven Meisel depicts American model Leandro Maeder gripping a trunk of wood in water.
The scent will be sold exclusively in the new Dsquared2 store from September, and rolled out to Europe and the U.K. from October. It is expected to hit U.S. counters from April 2008.[Source]
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