Bespoke
Eau de Parfum
Hackett London
Statement
Hackett London
British menswear designer offering classically masculine, wearable men’s fragrances since 2022.
About Hackett London
Hackett London is a British menswear brand established in 1983 by Jeremy Hackett and Ashley Lloyd-Jennings, who opened their first shop selling pre-owned traditional menswear on King’s Road in Chelsea, London.[1] Drawing on Hackett’s early experience working on Savile Row and sourcing classic English clothing from markets, the label developed a clear focus on updated British gentleman style, with tailoring and sports-inspired menswear at its core.[1]
The company entered fragrance relatively recently. According to Fragrantica, Hackett London is a new fragrance brand whose first perfumes were launched in 2022.[3] Early releases include Essential and Bespoke in 2022, followed by Absolute in 2023 and English Oud in 2024, forming a compact line aimed squarely at men.[1][3] These scents are positioned as extensions of the brand’s clothing identity, leaning into polished, traditionally masculine themes rather than experimental perfumery.
The fragrance range focuses on wearable, office-appropriate and occasion-ready compositions rather than niche artistry. Review material on Bespoke highlights a structure built around rum, coriander, cypress, vetiver, cedar, leather, tobacco and amber, creating a green, woody, leather-tobacco style that feels mature and classically masculine.[2] Across the line, Hackett London fragrances tend to favor familiar fougere, woody and woody-amber codes, reflecting the label’s emphasis on contemporary but conservative British menswear.
While the collection is still small, Hackett London’s perfumes serve as grooming accessories for customers who already identify with the brand’s tailored aesthetic. The scents are designed to sit comfortably alongside suits, blazers and formalwear, appealing more to men who want reliable, understated refinement than to collectors seeking boundary-pushing compositions.
At a Glance
The Brand
Founded
1983
Founder
Jeremy Hackett and Ashley Lloyd-Jennings
Country
United Kingdom
Category
Designer
Scent Personality
Worth It?
Scent DNA
woody
aromatic
fougere
spicy
leather
Hackett London fragrances tend to be classically masculine, with a focus on woods, aromatics and subtle boozy or tobacco nuances rather than overt sweetness.[1][2] They are composed to feel groomed and tailored, matching the brand’s Savile Row inspired clothing rather than chasing avant garde ideas.[1][3] Overall, they favor safe, polished structures that are easy to wear for daily and business settings.[2][3]
Typical Performance
Longevity
Moderate
Projection
Moderate
Positioning
A designer, mid house known for woody compositions.
How It Compares
- → Overall style similar to Hugo Boss
- → Less experimental than Comme des Garçons
- → More affordable and less expansive range than Creed
- → Sweeter than Dior
Who It's For
Best For
- Office and business wear
- Formal events and smart evening wear
- Everyday signature scent for conservative tastes
- Gift sets for men’s grooming
- Entry into fragrance for menswear-focused customers
Strengths & Weaknesses
Strengths
- Coherent identity with tailored British menswear aesthetic[1]
- Wearable, masculine-leaning profiles that suit office and formal use[2][3]
- Good value positioning in the mid-price designer segment[2][6]
- Easy to understand, streamlined men’s lineup rather than an overwhelming catalog[3][5]
Weaknesses
- Limited range and release history, with first perfumes only since 2022[1][3]
- Scent profiles lean conventional rather than innovative or niche-oriented[2][3]
- Brand awareness in fragrance circles is still relatively low compared to major designer houses[3][8]
Brand Evolution
Hackett London spent decades focused solely on menswear before adding grooming and fragrance as an extension of its lifestyle offer.[1][5] Since 2022, the brand has moved to establish a coherent core line of men’s fragrances rather than chasing rapid-fire flankers.[1][3] The early sequence from Essential and Bespoke to Absolute and English Oud shows a progression from everyday woody-aromatic themes toward slightly richer and more opulent profiles while staying within mainstream boundaries.[1][3] As the line grows, it is likely to deepen this classic masculine direction rather than pivot into unisex or experimental territory, given the brand’s tailoring heritage.[1]
Quick Verdict
Hackett London’s perfumes are solid, classically masculine designer scents that complement suits and formalwear more than they excite niche aficionados. They are a smart pick if you want discreet, British-leaning grooming rather than boundary-pushing perfumery.
