AC x HOKA 2.0 - From the Lake District to Lake Garda

Where the first scent captured the quiet stillness of the Lake District, this one looks outward - drawing on the brightness and energy of Northern Italy’s lake regions.

With the Lake Garda marathon approaching, the direction felt immediate and grounded in experience. Rather than creating something purely conceptual, this was a scent shaped by a real place, at a real moment.

We travelled to Lake Garda, where the scent would be shared - not in a studio or store, but with runners, post-race, in the environment that inspired it.

The Scent

Italian Lakes is built to feel fresh, light and quietly energising.

It opens with bright citrus notes of lemon and bergamot, bringing a clean, sunlit freshness reminiscent of lakeside groves. This is balanced with rosemary and lavender - soft, herbaceous layers that evoke the warmth of Mediterranean air and wild plants along the paths.

The base is grounded with cypress, giving the scent a dry, woody depth that reflects the trees and landscape surrounding the lakes.

Together, the blend is designed to feel effortless - something that sits lightly in a space, resetting it after movement.

Shared After the Run

After the marathon, we spent time speaking with runners, handing out the scent and gathering reactions in real time.

This part of the project felt just as important as the formulation itself - taking something created in the studio and placing it directly into the hands of the people it was designed for.

The response was immediate and overwhelmingly positive. More than anything, it reinforced the idea that scent can be a simple but powerful way to shift a space and mark a moment.

A Study in Movement

Italian Lakes continues an ongoing exploration between Attirecare and HOKA - bringing together product, place, and experience.

Less about launching a product, and more about capturing a feeling.