Style -- 18 hours ago
Words: Charlie Thomas
Floris have long been the gentleman’s grooming destination. Indeed, they were first established in 1730 in the heart of St James – London’s preeminent area for menswear – and they continue to impress to this day. Somewhat of a London establishment, Floris’ flagship store at No. 89 Jermyn Street is home to their entire collection, spanning iconic fragrances, double-edge razors and luxurious shower gels. For the launch of their new collection, however, they branched out, taking over part of another London landmark, Dover Street’s The Arts Club.
A fitting location for the near 300-year-old brand, The Arts Club welcomed various UK press to experience The Gentleman Floris, an expansive new range of grooming products with one foot in their past and another firmly in the future. Inspired by the tradition of the daily routine, range is made up of 8 new products, from shaving soap to eye cream, and daily moisturiser to aftershave balm.
Named after Floris’ home, the brand’s No. 89 fragrance is the best-known, most iconic scent, and has been in the collection for over 60 years. It was a favourite among the likes of Ian Fleming, who mentioned Floris multiple times through his series of James Bond novels. Recognising this, the Jermyn Street brand have infused the fragrance throughout the Gentleman Floris collection, giving each and every product that distinctive spicy, vetiver note.
The Gentleman Floris collection will launch in June 2015, priced from £20 – £35. For more information, click here.
