Stetson’s Untamed Trio Explores Sage, Smoke and the Wild West

Stetson and Scent Beauty are taking the brand’s signature American identity into new olfactive territory with Untamed, a trio of men’s Eau de Parfums built around the landscapes, botanicals, woods and resins of the American West.

The collection—Open Sky, Free Rein and Wild Sage—gives three perfumers a different interpretation of the same rugged-western brief, ranging from cool mountain freshness to aromatic sage and smoky, resinous woods. The fragrances were created by dsm-firmenich's Christine Spilka, Frank Voelkl, Ilias Ermenidis and Hamid Merati-Kashani, respectively.

Open Sky, created by Spilka, takes the freshest route. The fragrance opens with citrus, mountain blue juniper and eucalyptus, moves into desert clary sage, incense and cedar leaf, and dries down around American oak wood, tonka bean and palo santo. The structure effectively moves from crisp, high-altitude aromatics into a warmer, woodier base, giving the “open sky” concept a distinctly outdoorsy profile.

Free Rein, by Voelkl, pushes further into the landscape itself. Desert prickly pear, wild verbena and sweetgrass establish the opening, followed by American prairie moss, lavandin and piñon resin. The base turns darker and smokier with patchouli leaves, vetiver smoke and red amber. The result is the collection's most overtly resinous and earthy composition, with the piñon, vetiver and amber materials reinforcing the rugged Western narrative.

Wild Sage, from Ermenidis and Merati-Kashani, centers the aromatic character of the collection. Orange peel, cinnamon bark and Western cardamom introduce a citrus-spicy opening before giving way to wild sagebrush, lavender bud and mountain pine needles. American cedar, vetiver root and amber woods anchor the drydown, creating a profile that balances herbal freshness with dry woods and warmth.

The launch also marks an attempt to modernize Stetson's masculine fragrance positioning. Stetson says the collection represents an evolution of the brand, while Scent Beauty is explicitly targeting a new Generation Z consumer with the collaboration. The fragrances launched August 31 at $38 for 75 ml, with distribution expanding beyond Stetson's own site to Walmart, JCPenney, CVS, Boscov's and Meijer.