The Story
Why it exists.
The beginning
Benetton, founded in 1965 in Italy, has long channeled colour-driven optimism into scent, favouring compositions that are bright, approachable, and unpretentious. We Are Tribe launched in 2022 as the boldest Eau de Toilette in Benetton's WE ARE TRIBE collection, the brand's most ambitious olfactory statement yet. Dominique Ropion and Claire Liégent were tasked with translating an inclusive, community-driven ethos into fragrance, selecting materials that would feel both individual and unifying.
The note philosophy here prioritises contrast: citrus sharpness against herbal coolness, sweet warmth against earthy depth. Kumquat and grapefruit deliver an opening that feels simultaneously tart and sunlit, while pink pepper spikes the initial impression with faint spice. The heart pairs lavender, known for its aromatic clarity, with lemon verbena's brighter, more citrus-adjacent green character, tonka bean threading subtle sweetness between them. The drydown's vetiver-amber-cypriol triad grounds the brightness in something darker, smokier, and more meditative, ensuring the fragrance rewards those who wait beyond the first spray.
The evolution
The opening of We Are Tribe announces itself through the tart luminosity of kumquat and grapefruit, their brightness sharpened by an immediate pulse of pink pepper. This citrus opening does not simply fade, it transforms as the heart develops, with lavender asserting its cooling, herbaceous presence amid the Lemon Verbena's green-citrus accent. Tonka bean adds a subtle sweet counterpoint at this stage, preventing the heart from reading as purely astringent. By the time the drydown arrives, the composition has shifted entirely, vetiver taking the lead with its earthy, smoky depth while amber provides a warm resinous undercurrent and cypriol supplies a final note of leathery-woody complexity. The arc moves deliberately from daylight brightness to evening composure.
Cultural impact
Since its 2022 debut, We Are Tribe has become a soundtrack for the brand’s inclusive messaging, resonating with young creatives who value community and self‑expression. Wearers often cite its fresh citrus‑spice vibe as a modern take on street‑style confidence, positioning it alongside other Benetton releases that celebrate everyday optimism.
