A Scented Collaboration with HOKA: Celebrating the Stinson one7

We recently had the opportunity to collaborate with HOKA on a project that brought together two very different worlds: fragrance and trail running. The brief was to explore how British landscapes could be translated into scent, and to use fragrance as a way to evoke place, mood, and movement. The collaboration was also part of the wider celebration around the launch of the new Stinson one7 trail running shoe - a model designed for rugged terrain, long distances, and that feeling of exploring the outdoors on your own terms.

To respond to the brief, we developed three scent concepts inspired by iconic British landscapes:

• Scottish Highlands

• Jurassic Coast

• Lake District

Each one was shaped by the atmosphere of the regions they represent: the fresh green fells and lakes of Cumbria, the tall cliffs and sea grass of the southern coastline, and the pine forests and open grasslands of Scotland. These landscapes carry their own sensory identities, and the goal was to distil them into something that could be experienced through smell.

The Lake District quickly emerged as the favourite. It felt like the perfect balance - fresh, herbaceous, and quietly grounding. The scent opens with the crisp lift of juniper, softens through lavender and clary sage, and settles into a cedarwood base that gives it depth and warmth. It’s a landscape captured in a bottle: cool air, open fells, and slow-moving water.

To launch the collaboration, we joined HOKA at an event in London filled with great atmosphere, brilliant people, and exceptional food and drink courtesy of Top Cuvée and Dumbo. It was the ideal setting to showcase the Stinson one7 and introduce a scent that speaks to the places that inspire movement and exploration.

Huge thanks to HOKA for bringing us into the project and giving us the creative freedom to build something thoughtful and landscape-driven. Being able to explore scent through the lens of the outdoors - and to celebrate the launch of a trail shoe designed for those very environments - made this collaboration both meaningful and exciting.