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Recently Floris launched the Jermyn Street Eau de Parfum which is an acknowledgement of what has the been the backbone of the family business for nearly 300 years – London and their home at 89 Jermyn Street.

The fragrance, like its inspiration, has the feel of refined elegance, understated class and style. The scent brings together a celebration of the immediate world around them, where they still develop and sell their fragrance, with all the diversity andexcitement that it offers.

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Jermyn Street in 1730 was a world of enterprise, excitement and migration that brought with it knowledge and opportunity. Nearly 300 years later, they observe little has changed.

Drawing on notes of gin and old copper stills, with a splash of lemon, an initial burst of citrus and green notes have been blended with the abidingmsaculine vetiver which runs through the fragrance from its introduction inthe base. This is supported in the heart with, as well as juniper, a contemporary twist of coriander, also a subtle compliment in gin creation.

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The fragrance also draws on green woody notes of the London Plane – London’s most popular tree, which still stand with stoic reliance proudly in front of the store today. Amber, cedarwood and musk are crafted to represent the delicate scent of crisp cotton inspired by the renowned shirtmakers taking up residence in the iconic and discreet shopping destination named after Henry Jermyn in 1664.

An iconic modern unisex classic which is infused with the fabric of Jermyn Street throughout the centuries.

If you pop in their store you’ll see their beautiful window installation which has been created by award winning artist Clym Evernden.

Floris (89 Jermyn St, London, SW1Y 6JH)