The Story
Why it exists.
The beginning
Adamo Parfum founded their house in 2023 with a commitment to narrative-driven fragrance rather than trend-chasing. All bottles are produced in Italy, blending natural Mediterranean materials with select synthetics for balance and longevity. The Costiera Collection takes its name from the Italian word for coastline, translating that coastal identity into scent by pinning fragrance to specific locations. South Of 5th captures a particular strip of Miami oceanfront through the lens of Italian perfumery tradition, with Hamid Merati-Kashani crafting the composition around a tension between freshness and warmth, aquatics and gourmand notes.
The note selection for South Of 5th reflects a deliberate philosophy about coastal scent memory. Aquatic notes and neroli evoke the immediate impression of arriving at a beach destination, while Siberian pine and pink pepper suggest the unexpected green and spicy elements found in coastal environments. The heart prioritizes warmth and intimacy, with nutmeg and tuberose creating a sensual core that transitions the wearer from external freshness to internal richness. The drydown grounds everything in vetiver and cedarwood, natural materials that provide longevity, while praline adds a touch of indulgence that makes the base memorable.
The evolution
The fragrance begins with a clear nod to its seaside setting. Aquatic notes create an immediate impression of ocean air and salt spray. Neroli amplifies the brightness while Siberian pine grounds the opening with its forest character. Pink pepper adds the smallest kick of spice, evoking the vibrancy of a coastal city at night. As the top notes recede, the heart introduces a more intimate register. Nutmeg warms the composition, its spice tempered by the richness of tuberose, which blooms with creamy, almost gardenia-like depth. Rose provides elegance and balance. The drydown marks the final evolution, where vetiver, praline, patchouli leaf, and cedarwood create a base that feels both earthy and sweet, capturing the lingering warmth of sand after the sun sets.
Cultural impact
As part of Adamo's Costiera Collection, South Of 5th occupies a specific position in the niche aquatic category, not the clean, soapy aquatic of mainstream fragrances, but a more complex composition that lets warmth and wood complicate the salt. The fougere structure gives it an aromatic backbone that most aquatics lack, and the use of Siberian pine and Haitian vetiver adds resinous, smoky depth that separates it from the typical beach-fragrance territory. Wearers describe it as the scent of someone who doesn't need to explain where they've been.
