by Brian Lipton

aspleyTruefitt & Hill, the 211-year-old barbershop and grooming company is introducing Apsley, a captivating new cologne for the modern man.

The fragrance is named after the iconic London landmark and former residence of one of Truefitt & Hill’s past patrons, the 1st Duke of Wellington. It retails for $95 and is available at select retailers, at Truefitt & Hill barbershops, and at

The cologne has been formulated to ignite the senses with a refined blend of smoldering woods accentuated by light citrus notes. The harmonious overtones of woody vetiver are lifted by a refreshing essence of grapefruit and accentuated by notes of pepper. Its heart of cedar-wood and patchouli is enriched by sensual notes of musk to create an alluring base.

“Apsley epitomizes the quintessential English gentleman and its enduring name links the past with the free spirit of a modern man,” said Linda Mountford, North American director for Truefitt & Hill. “This welcome addition to our range also rightfully shows that after two centuries, Truefitt & Hill as a brand, continues to expand, innovate and evolve.”