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In a relationship

✔️ It’s complicated

It’s February, the month of love, and relationships are all about the value they bring to our lives. Our relationship with our customers and THE 5TH community is our top priority. It is however a little harder for us right now to build the relationship we would love to have, since we have not yet released our fragrance; our value. We hope not only to help you smell amazing, but encourage confidence, build ambition and inspire the aesthete within us all. Until our launch however, this blog and our social media channels are allowing us to connect with you. If you’re reading this then you’re already a part of our small yet discerning community, and for that we are grateful. However, without yet being able to share our debut scent, we are not as connected to you as we would like.

Therefore, when it comes to our relationship, you may say currently, 'it’s complicated'.

We think the best way to grow a budding relationship, with solid roots and foundations, is communication. Therefore, this month we are sharing with you an honest and transparent status report of THE 5TH brand and THE 5TH fragrance…


We have gone back and forth about whether to reveal the name of THE 5TH’s first signature scent, and we've decided it's time. Drum roll please… welcome to the stage, DŪMBO. No, not the Elephant. Sticking truly to our New York roots we have named our debut scent after the location in which the idea of THE 5TH came to life. If you’re not familiar with it, Google it, it's a real place.

For those of you who have kept up with our monthly blog posts this name might not come as a complete surprise. In our June 2020 blog post entry, it was alluded to by our Co-Founder, George:


“Sitting on the London Underground one day on my way into work, a lady brushed past, and before my mind could consciously identify what was familiar, I could already see the lobby of a Brooklyn hotel that I’d visited the previous Summer in 2018. Back when physically in this hotel, I don’t believe I could have relayed exactly what it was that I found so pleasant; the sounds, the interior design, the scent, or all of the above, but whatever it was, somewhere deep in my psyche, those sensory experiences were captured and became the keyframe of my best ever Summer. I didn’t know how that moment would later hold such significance, but it was experiencing that scent in a very different environment that triggered such a marked memory recall. Those who know me well, know that often I’m introverted and the idea of striking up a conversation with a stranger is not a choice I’m likely to make. However, on this occasion, I had to find out what fragrance this lady on a London tube was wearing so that I could own a bottle of this transportive scent for myself. She very politely told me the scent she was wearing. I later discovered that a home fragrance iteration of this scent is used in hotel lobbies across the globe, including the one I’d visited in New York.”


DUMBO also exists as the muse that has driven all creative direction thus far for THE 5TH brand, having inspired the epithet, “The stark bustle of a big city; the unexpected blending of raw industrial materials with the refined fragrance of a 5-star hotel lobby. A celebration of the contrast that can be found within these artificial cities and the calm natural waters that provide them with life” - DŪMBO.


Our New York based Co-Founder, Hannah, took a trip to DUMBO in Brooklyn this month to capture every sound, scent, texture and material that will allow us to convey that same feeling of significance and limitless youth, when we launch. At THE 5TH we feel we are very much the product of our roots. Both London, New York and Grasse have played a pivotal role in becoming the small business we are today and the inspiration behind where we hope to be headed. Going back to each poignant location in our journey and soaking up every aspect, allows us to use imagery, scent, and texture to bring those places alive in our olfactory palette.

Have you ever been to New York, London or Grasse? If so, we would love to hear your thoughts and recommendations on possible locations within these cities and towns that you think we should visit to inspire future scents.


We all like a small element of surprise, so we thought we would keep our fragrance bottle a secret a little longer. We will however share an out-of-focus image of one of our prototypes, as a bit of a sneak peak. If you squint a little you might just make out the general shape and design, to give you some idea of what to expect. We can’t wait for your first bottle to arrive. You’re going to love it.


For many of you who have followed us on our journey from the beginning, we are sure the question of our launch date is something you’re looking forward to us answering. We are excited to be able to say that we are on track and hope to launch in May this year. The particular date will be withheld for a little longer, but it is a date that means a lot to us.

We intend to do everything possible to ensure we launch on time. However, we are currently living in unprecedented times with the many covid restrictions we have found ourselves facing, along with the complications surrounding Brexit. Nevertheless, we have an amazing perfumer and team in France who are working tirelessly to ensure that we meet our launch date. Hang in there, people, we are nearly on the home straight.

See you on THE 5TH.

H & G


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