BTS: WE'RE BACK. MORE PRECISE. MORE PROVOCATIVE. MORE US.

After more than two years of intentional silence, THE 5TH returns. Not as a revival, but as a re-emergence: sharper, clearer, and more committed than ever to creating visceral, boundary-pushing experiences.

So, where have we been?

In short: life evolved.

Our co-founders [we] stepped into new, transformative chapters. George relocated to Switzerland, and Hannah welcomed her first child before making a bold move to Dubai. These shifts brought space, challenge, and perspective, and with them, the time to reflect on who we are and why we exist.

Now, we return with a stronger and more refined vision. A visual refresh that reflects our growth. New ideas rooted in deeper conviction. And a renewed passion for storytelling that stirs, unsettles, and connects.

This next era of THE 5TH isn’t about returning to form, it’s about moving forward with intent.

We’re here. Let’s begin again.

DŪMBO - EAU de PARFUM - 50ML

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Over the coming months, you’ll see the evolution take shape. Some of it will feel familiar; a continuation of the tone and tension that have always defined us. But much of it will be new. More distilled. More elemental. Less noise, more signal.

We’re building slower, but deeper. With ideas that challenge us, and with a vision that favours longevity over hype. The goal isn’t just to create, it’s to create moments that leave a mark. On culture. On memory. On you.

To those who’ve waited, checked in, and never stopped believing in what THE 5TH could be - thank you. This return is for you.

See you on THE 5TH,

H & G