In Press Release

Our style: cross-fertilised

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HoO is setting out on its journey through the contemporary world, cross-fertilising between art, styles, painting, beauty, nature and life. As it blends with today’s contemporary, it casts a light on creative contagion, its new direction.
Andrea Casotti’s concept is an exciting freestyle, the personal accumulations of a nuclear engineer who is also a visionary, a street artist and a master perfumer: a chameleon-like explorer who employs dynamics, colours and the ingredients of his fragrance house with talent to reproduce a vibrant synthesis of widely different universes in every one of his creations.

THoO is the new collection from THE HOUSE OF OUD, constituting its artistic exploration.

THoO captures and incarnates the original, irreverent, brilliant and histrionic spirit of its founder, who has decided to follow up on the international success of his previous collections by breaking out of every preconceived mould and making originality the route of the journey he follows on the map of creative freedom. After the latitudes of the DesertDay Collection and the geometries of the Klem Garden, THE HOUSE OF OUD is now bursting out of line and blending life, experience and inspiration together to generate a narrative of the future and its verve, projecting infinite lines of synapses between painting, street art and thinking. Benefitting from the decisive input of the Italian master perfumers Maurizio Cerizza and Cristian Calabrò, these new fragrances from THoO speak to us about material, the present, unexpected bouquets, eclectic cross-fertilisations and accords with hitherto unexplored raw materials.
Creative sensitivity overcomes the force of gravity exerted by established roles, plunging into life chances and bearing with it, on its skin, drops of enthusiasm and the frisson of adventure.

THoO interprets the beauty of discovering a different outlook every day, of living at the crossroads, of listening to and choosing our inner selves, even before we decide which of those roads to pursue.

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