Fragrances crafted to capture moods from mindful mornings to nocturnal nights.
A New Fragrance Chapter
SETCHU has unveiled a quintet of perfumes designed to bridge Japanese tradition and Western olfactory craftsmanship. Framed as “tailored origamis,” each scent corresponds to a specific hour, from Monday 9 a.m. through Saturday 8 a.m., inviting wearers to explore harmony, balance and personal expression.
The Scents
From the burnt-rice warmth of Genmaicha Morning to the clean, marble-like purity of Hinoki Ritual, SETCHU offers five distinct compositions meant to ease, seduce and energize across every moment of the day and night. “MONDAY 9 AM | GENMAICHA” combines roasted-rice accord and green-tea extract with Italian bergamot and cardamom for a mindful start. “WEDNESDAY 5 PM | YUZU” pairs nostalgic yuzu extract and pink pepper with incense and musks for tranquil midweek zest. “THURSDAY 1 PM | AYU” nods to lakeside fishing with salty seaweed and Mediterranean solar notes. “FRIDAY 2 AM | TATAMI” layers cereal and igusa accords with Havana wood and sandalwood to evoke nocturnal intimacy. Closing the series, “SATURDAY 8 AM | HINOKI BURO” captures the serenity of a hinoki-wood bathhouse at dawn.
Where to Find Them
Priced at $230 USD, the five new SETCHU fragrances are available exclusively through Dover Street Market.
