Blog & Press

A cultural icon, reimagined in scent

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The white t-shirt is more than a piece of clothing. It’s a cultural symbol.

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Think chef Carmy in The Bear: rolled-up sleeves, soft cotton, unassuming allure. Or Conrad in The Summer I Turned Pretty: his charm and effortless cool. The perfect white tee embodies subtle masculinity, quiet luxury, and timeless ease.

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But how do you translate that look – and more importantly, that feeling – into fragrance? To capture this aesthetic, we needed more than a basic “clean laundry” scent.

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So we turned to Olfactory Intelligence, our AI-powered scent design technology.

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Translating culture into scent.

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We began with a moodboard of the white t-shirt aesthetic: tailored fits, cotton brushing skin, a warm hug. Then we uploaded this aesthetic into our Olfactory Intelligence platform.

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The system translated these cultural and visual cues into a full fragrance formula – balancing soft, powdery notes with a warming, skin-like heart, grounded in pale woods.

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The result is His white t-shirt: an experimental scent concept that captures the feeling of wearing the perfect white tee.

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The scent profile.

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Top: Carrot seed • Powdery
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Heart: Orris • Ambrette • Lactonic • Creamy • Floral
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Base: Woody • Skin-like • Musk

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Soft and close, the fragrance opens with powdery notes and a hint of carrot seed. The heart is warm and tender with orris, ambrette, lactonic notes, and a touch of floral. It settles into pale woods, suede-like textures, and musky skin.

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Like cotton warmed by body heat – naturally magnetic.

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Creating scent at the speed of culture.

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For this exclusive drop, we produced a limited-edition batch of scent samples in our Manhattan perfumery lab, released in September 2025.

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Using Olfactory Intelligence, we can turn any mood, aesthetic, or cultural moment into fragrance – making scent as dynamic and expressive as fashion, music, or art.

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"Their latest launch is a fragrance modeled after the iconic white t-shirt.  Think Carmy in The Bear or Conrad in The Summer I Turned Pretty, the white tee has shifted from basic to cultural icon. Generation’s approach makes fragrance part of the style and pop culture conversation, not just the beauty aisle." —Abduzeedo

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As cultural aesthetics continue to evolve, so will the scents we create.

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Because the future of fragrance isn’t just bottles on a shelf – it’s multi-sensory. It’s about designing experiences that let us see, hear, wear, and smell the culture we live in, and the brands that shape us.

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Let's create your next iconic scent: hello@generationbyosmo.com

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