Odin’s new scent: inspired by Jordanian deserts, equally suitable for Palm Springs

We can’t exactly say there’s a dearth of good menswear purveyors in L.A. But that doesn’t mean we wouldn’t mind seeing Odin New York open up a fourth location, say, somewhere in the 323 instead of Tribeca. If anything for closer proximity to their new scents.

Last year co-owners Paul Birardi and Eddy Chai teamed up with a grooming expert team to create Odin EDT, a small collection of experiential fragrances. Armed with three unique scents — all inspired by exotic destinations — the amber-colored liquids made a splash with trendsetting boutiques around the world, including Colette, Louis Boston and Browns in London.

The newest addition to the series is 04 Petrana, inspired by the Jordanian desert. It features notes of deep purple cassis and pink pepper combined with black iris, Jordan’s national flower. If the names of these scents fail to automatically trigger your olfactoral neurons, think rich, freshly blooming flowers, balanced with wild orris root, musk and earthy vetiver for a masculine finish.

Even if Birardi and Chai never launch Odin Melrose or Odin Echo Park, all four scents are now available at Studio BeautyMix at Fred Segal in Santa Monica. —Sydney Pfaff

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