Call it theΒ Proust effect: Memories are often triggered by smells.Β Scientific studies confirmΒ that out of all the senses, smell offers the best recall. InΒ Scent Memories, the Cut asks people about the scents they associate with different times in their lives. Next up is actor Michael B. Jordan, new global ambassador for Coach, and the new face of Coach menswear and menβs fragrances.Β Inspired byΒ cool, all-American dreamers, (like B. Jordan) the collection includes Coach For Men, a woodsy blend of pear, cardamom, and suede that symbolizes the free spirit of the brand, and Coach Platinum, a warmer blend of pepper, pineapple, sage, and patchouli inspired by a road trip across America that starts and ends in NYC. The Cut caught up with Jordan in NYC to talk soap, candy, and mornings after.
My first scent memory is:Β Antibacterial hand soap from elementary school. You know, the orange-yellow color kind? I actually love that smell. Takes me back to good olβ third grade. Yup. [Laughs]
Happiness smells like:Β Fresh-cut grass.
FriendshipΒ smells like:Β A basketball gym.
Heartbreak or loss smells like:Β Fire.
RegretΒ smells like:Β Fuckinβ tequila [Laughs]. No, I like tequila, tequilaβs amazing. So maybe, the morning after tequila; whatever that morning smells like, thatβs it β¦ Inside of a toilet bowl! [Laughs] Sorry.
Success smells like:Β Sandy beaches.
A pleasant surprise smells like: Coach for Men fragrance. A-ha!
The worst smell is:Β You ever had that candy β¦ I think itβs just called Violet? Or violet-flavored candy? Oh my God. Instantly throw up. Or JΓ€ger. The worst. My body doesnβt react well to either of those.
VacationΒ smells like:Β Sex. [Laughs]
Sunday morningΒ smells like:Β A mixture of things. Iβm hearing Motown, old-school music, and smelling cleaning supplies because weβre cleaning the house on Sundays. Probably incense, oils, and candles, too because Iβve definitely prayed. Itβs a cleaning, praying day β all that good, holy, cleanliness? Thatβs Sunday.
Monday morning smells like:Β Leather. Leather from seats, leather from couches and being in offices. Just being in business settings all day, I feel like thereβs leather all over the place.
My favorite food smells like: Mexican spices.
My home smells:Β Welcoming.
If I could have one smell on my hands forever, it would it be: Something calming, like eucalyptus.
I smell like: I donβt know. [Sniffs self] I smell like β¦ [sniffs deeper] β¦ Coach Platinum.
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