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There was something in the air at the Highsnobiety New York office this week. And by “something,” we mean a new awareness of a specific scent with a cult following. Creed has been around for decades — although the brand would have you believe it’s been longer — and its faction of followers has only grown stronger. So, why the staying power? And who’s springing for those $500 bottles of Green Irish Tweed?
Reporter Anna Dorn, author of the novel Perfume & Pain, was the perfect person to investigate. And her sources were more than helpful. Creed’s scents are the “masculine equivalent of a modern day tramp stamp,” her Australian fraghead friend Rory told her. “But instead of saying ‘I’m a hoe,’ they say, ‘I am in a high tax bracket.’” Most Creed fans, Dorn found, are “quite handsome — the kind of men whose faces grace catalogues, not hot-rodent types women torture themselves over. Creed men are not Dimes Square edgelords or cocaine-snorting chefs or hypebeasts. They seem to be well-groomed, status-conscious gentlemen belonging to the professional class.”
Anna, a fraghead herself, was surprised that, going in, she knew almost nothing about Creed or this “huge, enthusiastic” corner of the fragrance community. But, after speaking to every corner of the male fragrance influencer community, she has come away informed. Her general impression of the Creed wearer? “Strong jaw, 8-pack, diversified portfolio.”
Read Anna’s full investigation — and learn more about the cult of Creed — here.
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