Earlier this week, the story broke on Burberry launching a new fragrance for men, which  is based on the UK fashion label’s famous Heritage Trench Coat. Our friends at Men’s Folio Singapore turned us on to the story, which you can read here.

Called, in good straightforward fashion, “Mr. Burberry,” the scent, was created by the house’s CEO Christopher Bailey and perfumer Francis Kurkdjian. It aims to capture the “essence of London.” The herbal, woody eau de toilette, fuses opening notes of zesty grapefruit with an earthy vetiver and smoky guaiac wood base.

The scent’s bottle also references the trench coat, featuring a hand-tied knot in English-woven black gabardine that sits around the neck. The container can be monogrammed with up to three initials.

A grooming line comprising an aftershave splash, face moisturizer and beard oil will also accompany the launch of the fragrance.