The Story
Why it exists.
The beginning
Pepe Jeans Celebrate for Him arrived in 2019, crafted by perfumer Jérôme di Marino. Di Marino built it around blackcurrant absolute for a bright, almost electric opening, something that hits immediately and doesn't apologize for it. The rest followed from there.
What makes this composition work is the contrast between that tart blackcurrant opener and the cocoa heart that follows. Cocoa in fragrance is often handled two ways: as a raw chocolate note or as a dark, almost bitter roasted element. Here, Di Marino threads the needle, the cocoa reads as sweet and warm but carries enough depth to feel adult rather than juvenile. The clary sage absolute adds a quiet herbal quality that keeps the sweetness from becoming cloying, while juniper brings a subtle gin-like crispness that prevents the heart from settling too heavily.
The evolution
The opening hits with blackcurrant absolute's tart brightness, almost electric. Lime appears in brief flashes before the cocoa takes over the heart, bringing warmth that feels like stepping into a room where something sweet is already baking. The clary sage and juniper keep things from getting too heavy, adding an herbal current that runs through the middle. As the heart fades, the base notes arrive: birch lending a slight smoky edge, amberwood providing warmth, and patchouli grounding everything with a quiet earthiness. The fragrance settles close to the skin, intimate, warm, barely there.
Cultural impact
Pepe Jeans entered the fragrance market in 2019 with Celebrate for Him. The brand, known for its denim heritage and youth-oriented streetwear aesthetic, sought to translate its identity into scent form. The fragrance's cocoa and blackcurrant pairing reflects a broader trend in contemporary perfumery toward gourmand notes with mass appeal. Its sweet-but-grounded character appeals to consumers drawn to the brand's casual, contemporary clothing, while the fragrance itself offers a new way to engage with the Pepe Jeans world.
The House
Pepe Jeans LondonPepe Jeans London began as a denim label on London’s Portobello Road in 1973 and later expanded into fragrance. The scent portfolio translates the brand’s street‑wise, youthful energy into olfactory form, offering both men’s and women’s lines such as Pepe Jeans for Him (2018), London Calling (2021) and the recent Jeans & Tonic for Her (2026). Each bottle carries the same relaxed, contemporary attitude that the clothing line is known for, making the perfumes a natural extension of the label’s lifestyle focus.
The Creator
Jérôme di MarinoDi Marino's work spans from commercial powerhouses to more intimate niche creations, marked by confident structure and a taste for contrast. He gravitates toward sophisticated ingredients, particularly orris, which he has described as one of his favorites for its preciousness…





























































