Following his LVMH Prize win and a widely acclaimed menswear debut at Pitti Uomo, Satoshi Kuwata is expanding the SETCHU universe into the realm of fragrance. This September, at Pitti Fragranze in Florence, the designer will unveil SETCHU Perfume, a collection of five scents created in collaboration with master perfumer Julie Massé of Mane. Available exclusively at Dover Street Market in London, Paris, New York, and Ginza, the collection distills Kuwata’s signature blend of Japanese tradition and European refinement into a sensory diary.

The collection’s emotional depth is inspired by Kuwata’s own memories and rituals. “I wanted to capture that intimate, profound scent that accompanies us in the ritual of personal hygiene, when there’s time and no rush,” he explains. “Something pure, fresh, crystalline, a slow and fluid time, like Sunday mornings and the quiet joy of care.”

Courtesy of SETCHU

Crafted in a pyramid structure, each scent evolves throughout the day, revealing new layers that echo the interplay between time, place, and atmosphere. The packaging mirrors the Japanese tea box, an immaculate cube designed to protect delicate tea leaves, minimalist, functional, and as precious as the fragrance within.

Each fragrance is tied to a day of the week, a specific time, and a deeply personal moment. GENMAICHA is Monday at 9AM, where the green, comforting aroma of tea mingles with the warmth of toasted rice. YUZU is Wednesday at 5PM, delivering a crisp, aromatic lift through the ancient Japanese citrus fruit. AYU captures Thursday at 1PM with the delicate, melon-like freshness of the ayu river fish, a symbol of summer and a nod to Kuwata’s love of fishing. TATAMI is Friday at 2AM, grounding the senses in the scent of fresh grass, an intimate evocation of home. The series concludes with HINOKI BURO, Saturday at 9AM, a fragrant bath blending hinoki wood with the serene touch of Western marble tubs.

Courtesy of SETCHU