Five Scents, Five Hours: SETCHU’s New Fragrances Offer a Scent for Every Moment of the Day
Evoking moods from mindful mornings to nocturnal nights.
Summary
- SETCHU launched five new fragrances blending Japanese and Western essences
- Each scent corresponds to a time of day and is designed to evoke a specific mood
- The perfumes are available exclusively at Dover Street Market
SETCHU has unveiled a quintet of fragrances designed to bridge Japanese tradition and Western olfactory craftsmanship. Framed as “tailored origamis,” each scent corresponds to a specific hour, from Monday 9 a.m. through to Saturday 8 a.m., inviting wearers to explore harmony, balance and personal expression.
From the burnt-rice warmth of Genmaicha Morning to the clean, marble-like purity of Hinoki Ritual, SETCHU offers five distinct compositions meant to ease, seduce and energize across every moment of the day and night. “MONDAY 9 AM | GENMAICHA” marries roasted-rice accord and green-tea extract with Italian bergamot and wild cardamom for a mindful, gentle start to the week. “WEDNESDAY 5 PM | YUZU” blends nostalgic yuzu extract and pink pepper with classic incense and musks, delivering tranquil joy and midweek zest.
“THURSDAY 1 PM | AYU” nods to fishing by the lake with salty red-seaweed accord and Mediterranean solar notes, while “FRIDAY 2 AM | TATAMI layers cereal and igusa accords with Havana wood and sandalwood to evoke the sensual allure of intimate nocturnal moments. Concluding the lineup, “SATURDAY 8 AM | HINOKI BURO” captures the essence of a serene bath in a marble bathhouse. Cypress and fir-needle oils mingle with hinoki wood and warm steam accords, offering a fresh, tactile revival at dawn’s light.
Altogether, SETCHU’s new chapter invites fragrance aficionados to play with Japanese ingredients and Western essences — crafting memories, sublimate moods and discovering personalized rituals from morning through night. Priced at $230 USD, the new SETCHU perfumes are currently only available via Dover Street Market.
