The current trend for beards and long hair has been termed ‘rewilding’ by fashion brand Diesel, who have responded by calling their latest fragrance for men, Only the Brave – Wild.

 

Urbane and sophisticated but with a desire to return a part of themselves to the ‘tribe’, OTB Wild represents the spirited man who enjoys extreme sports, exploration of new cities and reconnecting to the natural environment.

 

‘He’s wild. He follows his raw instincts and believes in himself. He is brave enough to create his own world and nothing can stop him from getting what he wants,’ says the brand.

 

In creating a ‘Jungle Fougère’ perfumers Antoine and Shyamala Maisondieu, along with Michel Girard, followed the path of an emblematic fougère accord, but adding all the codes of the wild with a strong urban finish.

 

Featuring a creamy coconut note, the fragrance is described as a rugged vetiver, earthy and primitive, with a characteristically Provencal lavender note, set off by exotic tones of musk and citrus fruit.

 

For the Only The Brave – Wild box design, Diesel has created a unique camouflage style pattern, through which the colours of nature intertwine with double yellow lines – a reference to both the wilds of nature and urban street art.

 

The bottle is shaped as a clenched fist, in a shade of wild green frosted glass, and topped with a post-industrial style steel cap: ‘A potent symbol of urban strength and raw power, the pure expression of what it is to live wild,’ extols the brand.

 

In an international social media campaign to promote OTB Wild, Diesel is urging consumers to ‘unleash your wild side’ and help create the first ever global scream on YouTube. By visiting the dedicated plat¬form www.wildscream.com and the Diesel YouTube channel, people can let go of their inhibitions by filming and uploading their scream. In time, the brand hopes the promotion will generate the long¬est and wildest scream chain in the world.