The Story
Why it exists.
The beginning
Turn Up The Volume wears its intention in the name. This is Naseem's invitation to skip the whisper and speak at full amplitude, a fragrance designed for the wearer who treats getting dressed as a declaration. The composition builds around an unlikely collision: tropical pineapple brightness crashing into dark, masculine leather and earthy patchouli, held together by a base of ambroxan, cedarwood, moss, and musk. There's something almost rebellious about pairing a fruit note with suede and smoke, the kind of contrast that keeps the nose guessing with every inhale. The pineapple doesn't sit politely at the top waiting to be dismissed. It bursts in with that almost fermented sweetness, sticky and sun-warmed, the way fresh-cut fruit smells when the juice runs down your wrist.
The pineapple here isn't decoration. It functions as a disruption, a bright, almost aggressive sweetness that refuses to behave like a typical top note. Most compositions use fruit to soften the opening or ease the transition into florals. Here, it sharpens the contrast against leather and patchouli, making the heart feel heavier and more deliberate than it would otherwise. That tension between the luminous fruit and the grounded, smoky base is what gives Turn Up The Volume its architectural shape. It's a bold structure, one that requires the base to do real work, and the ambroxan, musk, and cedarwood combination is exactly heavy enough to keep the pineapple honest without burying it entirely.
The evolution
The first spray announces itself with pineapple, bergamot, and pink pepper, a bright, almost sharp combination that reads like citrus turned up past comfortable. There's nothing tentative about the opening. It fills the air around you immediately and stays loud through its initial phase. As the fruit starts to recede, the leather and patchouli take over, pulling the composition downward into something warmer and more grounded. The lavender threads through this phase quietly, softening the leather without softening the attitude. Over time, the composition shifts into its base: ambroxan carrying the projection, cedarwood adding a dry woodiness, and moss plus musk creating that close-to-skin warmth that signals a fragrance has settled into its final form.
Cultural impact
Turn Up The Volume wears like a statement piece: confident, unapologetic, and designed for the wearer who wants to be noticed without apologizing for it. The pineapple-leather pairing creates an immediately recognizable signature that stands apart from more conventional men's or unisex offerings, giving the scent a distinctive point of view. It's the kind of fragrance that works equally well in casual settings and more formal occasions where the wearer wants to leave an impression, adaptable enough to pair with a weekend jacket or an evening out.
