The Story
Why it exists.
The beginning
Folkwinds named this after the Triple Crown winner, the horse, the impossible thing. 37 years between victories. That rarity shaped everything. American Pharoah launched in 2022 as a limited 50% concentration, bottled once, for the moment. Cherry, tobacco, and musk weren't chosen to be likable. They were chosen to be exact. Jono Bornstein built this as a wager: take something most perfumers hedge around, the animalic musk, the heat, and commit. No apology. If the Triple Crown is about finishing what others couldn't, this fragrance is about starting a conversation most people don't know how to have.
The musks are what separate this from the pack. Muskrat, ambrette, and Mongolian deer musk don't arrive as a wall of animal, they arrive as warmth, as skin, as the feeling of a room that was just occupied. The Carolina Reaper doesn't burn. It whispers. Cherry wine absolute opens with a thick, almost fermented quality that most fragrances soften or sweeten away. Bornstein let it sit in its own darkness, then layered Virginia tobacco absolute around it like a frame. The tobacco isn't smoky or brash. It's leathery, slightly sweet, and deeply rooted. Vanilla anchors both without diluting either. This is a composition that knows what it wants to be and refuses to apologize for it.
The evolution
The opening hits fast. Michigan cherry wine absolute arrives with a richness that borders on wine, almost boozy, thick with the sweetness of reduction, not fresh fruit. Vanilla settles underneath before the cherry fully arrives, tempering it from the start. Carolina Reaper adds a barely-there heat that most people won't consciously register. You just know something's keeping it honest. The heart belongs to Virginia tobacco absolute and damask rose. The rose threads through like a brief floral note in a darkroom photograph, present but not bright. Musks layer in: muskrat's animalic warmth, vintage ambrette's powdery softness, deer musk's depth. The transition feels like leaving a lit room for an open window. By the base, Virginia cedar absolute and sandalwood absolute have settled everything into wood. Black ambergris adds a mineral, almost salty quality. The drydown stays close, intimate and worn, not projected. Eight to ten hours of something that smells like it was part of you all along.
Cultural impact
American Pharoah exists in a space where few fragrances go, deliberately intimate, built for closeness over projection. The animalic musks and whiskey-like cherry will divide people, and that's the point. It's not trying to convert. It's trying to connect with the wearer who already knows what they want.
The House
FolkwindsFolkwinds is a North‑American fragrance house that emerged in 2022 with a clear focus on locally sourced aromatic materials. The brand translates regional botanicals, woods and resins into scent‑scapes that feel both grounded and adventurous. Each release carries a story tied to a place or a season, inviting the wearer to explore familiar landscapes through scent. Folkwinds balances natural composition with artistic packaging, positioning itself as a thoughtful alternative to mass‑market offerings.
The Creator
Jono BornsteinBornstein works with North American aromatics and employs unconventional techniques like fermentation alongside hand-made absolutes. He combines these natural approaches with classic-inspired artificial materials, notably nitro-musks.
