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Setchu Thursday 1pm Ayu eau de parfum

THURSDAY 1PM AYU
€163.93
VAT excluded
Worldwide shipping
163.93
SETCHU

Setchu Thursday 1pm Ayu Eau de Parfum – 100ml

Thursday 1pm Ayu by Setchu is a tribute to nature and the quiet joy of shared moments. Inspired by a family memory — lunch after a fishing trip in Japan — the fragrance captures the clarity of fresh air, water and sunlight.

The Ayu accord evokes the clean, marine-green character of the Japanese freshwater fish known for its algae-based diet, recalling notes of seaweed and cucumber rather than salt or iodine. Red algae and a salty breeze accord enhance the aquatic freshness, while a solar Mediterranean accord introduces warmth and luminosity. Everlasting flower absolute adds a dry floral nuance reminiscent of the southern coasts of France. Cedar, musk and orcanox anchor the composition with a smooth, contemporary woody base.

Green, marine and gently floral — a scent that celebrates earth, water and the simple pleasure of being outdoors.

  • Size: 100ml
  • Olfactory family: Green marine floral woody
  • Top notes: Ayu accord, red algae, salty breeze
  • Heart notes: Solar Mediterranean accord, mugane, everlasting flower absolute
  • Base notes: Cedar essential oil, musk, orcanox

Setchu is a lifestyle brand founded in 2020 in Milan, Italy, by Japanese designer Satoshi Kuwata. The name "Setchu" comes from the Japanese expression "Wayo Setchu," which translates to "compromise between Japanese and Western/European culture". Kuwata applies this philosophy to both his clothing and accessories collections, as well as his fragrances. He fuses the two cultures, blending their styles, aesthetics, and visions of life and the world, creating something new from the familiar. Kuwata, winner of the prestigious LVMH Prize for Young Fashion Designers 2023, combines an Eastern spirit with a Western way of living. Each Setchu fragrance evokes a moment, a daily ritual, experienced in a week like any other, but evoked through sensory and olfactory exploration. Monday, 9:00 AM: breakfast with Genmaicha green tea; Wednesday, 5:00 PM: a glass of Yuzu; Thursday, 1:00 PM: lunch with Ayu fish; Friday night, 2:00 AM: lovemaking on the tatami; Saturday morning, 8:00 AM: relaxing bath with Hinoki Buro. All Setchu fragrances are unisex and generally delicate: perfume culture in Japan is not as deeply rooted as in the West. At the same time, the harmonious synthesis of Setchu perfumes perfectly expresses their inspiring principle: the encounter between different cultures, the expression of the points of balance — achievable, imaginable — between the two, the possible and astonishing mutual connections.

In the European Union:
Prices include VAT.
Your order will be dispatched within two working days with express courier. You will receive a confirmation email and your order will be updated with details for tracking the shipment. The shipping costs in Europe are 10€ for order inferior to 100€, 6.50€ for order between 100€ and 200€ and free for orders over 200€.

Outside the European Union:
Register to our website specifying the country of delivery, the system will automatically show prices without VAT, the shipping costs will be calculated at checkout by the courier. Your order will be dispatched within two working days to the courier. You will receive a confirmation email and your order will be updated with details for tracking the shipment.

Have a look at our SHIPMENT COSTS and REFUND POLICY pages in the useful links below for more detailed information.
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