Milan-based ‘sport couture’ fashion brand Dirk Bikkembergs will launch Dirk, its first fragrance for men, on June 15 worldwide. The new scent is being produced under a license agreement between Zeis Excelsa, which owns the men’s brand, and Italy-based Perfume Holding.
Inspired by the sporting lifestyle, the new fragrance aims to encapsulate stylish, sporty, and powerful men with notes of pepper, apple fougere, orange flower, leather and musk. The sports influence is reinforced with the soccer ball-shaped bottle.
The launch will be supported by a full-spectrum media campaign that sees four national futsal teams vie for the Bikkembergs European Futsal Tournament Championship through the season-end finale in Milan in September.
“Sixty percent of European men who regularly wear fragrance follow sports online or attend sports events,” said the brand in a press release about the launch. “This vast market of male football fans spans all socioeconomic and cultural categories in every soccer-loving country in the world.”