Savile Row, Bottled: Penhaligon’s Unveils The Cut

LONDON, ENGLAND – SEPTEMBER 09: (L to R) Alexandra Cernanova, Robert Wun and Julia Koeppen attend Penhaligon’s ‘The Cut’ launch cocktail party on September 9, 2025 in London, England. (Photo by Jed Cullen/Dave Benett/Getty Images for Penhaligons)

Savile Row, a street synonymous with the term “bespoke,” embodying the duality of heritage and bold innovation, is no stranger to the snips of shears against fabric, transcending atelier into art forms. Now, Penhaligon’s has extracted that very essence into a fragrance: The Cut. The house’s newest eau de parfum and a prominent tribute to craftsmanship in its most modern form. 

Created by perfumer Paul Guerlain, The Cut is a fougère reimagined. Initial notes of mint and basil, like a freshly steamed piece of cloth, are complemented by aromatic clary sage and lavender, adding a woody and grounded sense to evoke the steady hand that takes the shears to the fabric. Finally, fir balsam threads its way through, binding freshness and depth into a composition as precise as a well-tailored jacket, and as audacious as the one of wears it. 

LONDON, ENGLAND – SEPTEMBER 09: Chris Whly and Bart Pacult attend Penhaligon’s ‘The Cut’ launch cocktail party on September 9, 2025 in London, England. (Photo by Jed Cullen/Dave Benett/Getty Images for Penhaligons)

But The Cut is not just a mere homage. It is Savile Row remodelled into a contemporary idiom: sharp yet fluid, classic yet fuelled by modernity. Since its launch in August 2025, teasing the opening of London Fashion Week, the aroma lingers at the intersection of fragrance and fashion – parallel to the art of bespoke tailoring. For Penhaligon’s, long the custodian of British perfumery tradition, defining that heritage is not static, but endlessly redefined. 

As part of the house’s history, traditions that were surfaced in Victorian London with William Penhaligon and his alchemical vision, The Cut is a new fulfilment. One where masculinity speaks a refined classic scent with a modern twist. 

The shears are raised. The fabric lies waiting. With The Cut, Penhaligon’s does not simply follow tradition, it tailors it to today. 

Available in Penhaligon’s boutiques and at penhaligons.com.