America Today — First Base 2018 · Amsterdam

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Every strong brand has a scent. America Today just needed the right one.

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Founded in 1989, America Today has built its identity around the best of American culture — relaxed, confident, unpretentious. From wardrobe basics to American candy and drinks, the brand has always had a clear personality. The next step was translating that personality into fragrance.

The brief was clear from the start: no gender, no boundaries, no compromise. A scent for everyone who walks through the door.

Over five months, First Base took shape. The name nods to American culture with a knowing wink — and so does the fragrance itself. There are echoes of classic American perfumery in its DNA, but First Base is entirely its own thing: fresh and slightly herbal, with the kind of quiet confidence that does not need to announce itself.

Fragrance as brand identity

For fashion brands, a signature scent is one of the most powerful tools available. Smell is processed before conscious thought kicks in — which means a fragrance shapes how a customer feels in a space, about a product, about a brand, before a single word is read or a single item is touched.

First Base was built to make every America Today customer feel exactly that: ready.