New male fragrances that aren’t endorsed by David Beckham are pretty rare these days, so it’s refreshing to see a magazine like Monocle decide to make one. Given the care they’ve taken in designing their magazine and website, it’s an almost certainly that that Hinoki will be given the same amount of care and attention.
Now that COS is a success, with three more stores set to open this year, it’s nice to look back on what they wanted to achieve and whether they did so. Thankfully, this Monocle.com video allows you to do just that. For those who haven’t read Monocle magazine, it’s basically an international current affairs magazine with a website that has clearly been designed with the magazine, not as an afterthought.