BRUCE MERTZ TO LAUNCH NEW FRAGRANCE

One of the most delightful scents we’ve tried is Format, a new fragrance from founder Bruce Mertz. It is set to be launched this May; samples will be available early March.

While it is created as a men’s fragrance, Format has a unique unisex appeal. Packaged in a bold, graphically shaped bottle (reflecting the modern graphics on Format’s famous neckwear), the fragrance will retail at $85 for a 3.4 ounce bottle.

“Everyone who’s tried the fragrance has fallen in love with it,” says Mertz, whose Format ties virtually revolutionized the neckwear business in the 1990s with their geometric, deco-inspired graphics when everyone else was showing neats and paisleys. Mertz sold his Format brand in 2000 and is now marketing the Format fragrance under MilleniaConcepts. He will be in Vegas next week and can be reached at millconcepts@aol.com.

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