The Brand’s First Incense “EVOKE” Creates a Watery Scented Ambience

CFCL has been delivering scents along with clothing as a spatial expression both in stores and through online store deliveries in order to provide a customer experience that is conscious of the five senses. Following its perfume product "EQUIP," CFCL is set to release its first incense product, "EVOKE," starting on 10th of June. The concept for EVOKE, the first product in the series, began with a reconsideration of what “CFCL-like scent” should be. Drawing inspiration from the brand's signature color, which came from the "clear sky after rain," which is sought after as the most beautiful shade in the world of celadon pottery, and by expanding the world view from the imagery of a sky clearing up after rain, retaining the certain amount of moisture, to create a unique watery base compound called "CFCL Base.” As a result, it embodies an unusual freshness for an incense, with a watery character that neutrally fits into any kind of space. Incorporating the the base compound for the brand's signature scent, it is created into a well- rounded fragrance with a lightly pleasant nose-feel of elemi and lavender alpine essential oils, along with a subtly dry texture from fennel.
An incense for contemporary life that provides a moment of tranquility in our busy daily lives. From the incense itself to the packaging, all elements are harmonized in a single tone of grey. This incense seamlessly blends into various spaces, serving as a switch to transition between scenes and moods, providing a slowly drifting scent to accompany fleeting moments.


PRODUCTION & DESIGN
The body of the incense was developed by "√595," a joint project initiated by Kan Izumi, an artist known for expanding the possibilities of fragrance beyond conventional boundaries, and Kunjudo Corporation, founded in 1893 on Awaji Island, Hyogo Prefecture, renowned for its skilled craftsmanship and extensive knowledge in the field. This partnership has resulted in a clean, sharp, and watery tone that is perfectly appropriate for the brand. The packaging was designed by Hirofumi Isoya, an artist who also serves as art director for CFCL, and is minimalistic and elegant, from the box to the body of the product, in a soothing gray tone. The Imari ware incense holder included in the package is made of high-quality Amakusa ceramic stone by Hataman Touen, the same kiln responsible for producing the perfume bottles for EQUIP.





＜Release date＞
Monday, June 10th, 2024

＜Stockist＞
・CFCL Online Store

・CFCL OMOTESANDO
Address: GYRE 3F, Jingumae, Shibuya-ku, 151-0001 Tokyo
Opening hours: 11:00-20:00 (Irregular holidays)
Tel: 03-6421-0555

・CFCL YAESU
Address: TOKYO MIDTOWN YAESU 1st floor, Yaesu 2-2-1, Chuo-ku, 104-0028 Tokyo
Opening hours: 11:00-21:00 (Irregular holidays)
Tel: 03-6225-2533

・CFCL ROPPONGI
Address: TOKYO MID TOWN GALLERIA 2nd floor, Akasaka 9-7-4, Minato-ku, 107-0052 Tokyo
Opening hours: 11:00-20:00 (Irregular holidays)
Tel: 03-6447-4566

・CFCL HANKYU MEN’S OSAKA
Address: HANKYU MEN’S OSAKA 5th floor, Kakuda-cho 7-10, Kita-ku, 530-0017 Osaka-shi, Osaka
Opening hours: Weekdays 11:00-20:00 / Saturdays, Sundays and holidays 10:00-20:00 (Irregular holidays) Tel: 06-6313-9828