#USA #New York #Scent Beauty #Stetson #Matthew Noszka

Unveiling Stetson Untamed

Stetson, in collaboration with Scent Beauty, has launched an exciting new fragrance collection called Stetson Untamed. This trio of Eau de Parfums is inspired by the rugged beauty and vast landscapes of the American West. Featuring three unique scents—Open Sky, Wild Sage, and Free Rein—this collection aims to capture the essence of freedom, adventure, and the unbridled spirit of the American outdoors.

A Modern Interpretation

American model and actor Matthew Noszka serves as the face of the campaign, embodying the fresh and adventurous spirit that 'Untamed' represents. Noszka, who has made a mark in the fashion world and television, brings his distinct all-American charm to the forefront of this campaign. He describes his connection to the outdoors and the rugged individuality that resonates with the Stetson brand.

“Stetson has always stood for confidence, freedom, and an unmistakable American spirit. I feel most at home outdoors,” Noszka shares, emphasizing the brand’s core values that align with his personal experiences and lifestyle.

The Fragrance Profiles

Each of the three fragrances in the Stetson Untamed line is thoughtfully crafted to represent distinct aspects of the natural American landscape.

1. Open Sky

Open Sky features an invigorating blend of Citrus Splash, Mountain Blue Juniper, and Eucalyptus to open. The heart includes Desert Clary Sage, Incense, and Cedar Leaf, while a base of American Oak Wood, Tonka Bean, and Palo Santo delivers a warm finish that grounds the fragrance.

2. Wild Sage

Wild Sage combines the zesty notes of Orange Peel, Cinnamon Bark, and Western Cardamom, evolving into a heart of Wild Sagebrush, Lavender Bud, and Mountain Pine Needles. The scent settles into a base of American Cedar, Vetiver Root, and Amber Woods, capturing the rugged essence of the wild.

3. Free Rein

Rounding off the collection, Free Rein opens with the freshness of Desert Prickly Pear, Wild Verbena, and Sweetgrass. This fragrance flows into notes of American Prairie Moss, Lavandin, and Pinon Resin before concluding with a rich base of Patchouli Leaves, Vetiver Smoke, and Red Amber.

A Bold Step Forward

This release marks a significant evolution in Stetson’s fragrance offerings, which have been defining the category for over 45 years. Robert Dundon, the CEO of Stetson, mentioned how partnering with Noszka allows them to showcase a new personality of the iconic brand. The introduction of Untamed reflects not only the brand's legacies but also its commitment to resonate with modern consumers, particularly the younger Generation Z.

Steve Mormoris, CEO of Scent Beauty, remarked on the importance of this collaboration. He stated that Untamed provides a fresh viewpoint on the storied legacy of Stetson, crucial for appealing to new audiences while honoring its heritage.

Availability

Stetson Untamed is set for release on August 31, 2026, available for purchase at Stetson.com for $38 per 75 mL fragrance. The collection will also be featured at major retailers including Walmart and JCPenney, making it widely accessible to fans of the brand. The body sprays in the collection will be available for $11, appealing to those looking for a more casual fragrance experience.

In conclusion, Stetson Untamed promises to not only uphold Stetson’s long-standing tradition of quality and American spirit but also introduces a modern interpretation that speaks to today’s adventurous men. This innovative trio of fragrances encapsulates the freedom of the outdoors, forged through robust ingredients and captivating scent profiles that aim to leave a lasting impression.