Three fragrances. Three landscapes. Stetson, one invitation to experience the American West beyond the ordinary.
The sun has barely risen. Somewhere beyond the mountains, the first light stretches across an endless landscape. The air is crisp, the earth is quiet, and the horizon seems to belong to no one.
There is no destination in sight. Only possibility.
This is the world Stetson invites us to imagine with Untamed, its new fragrance collection developed in partnership with Scent Beauty. Inspired by the American West, the three Eau de Parfums—Open Sky, Wild Sage, and Free Rein—translate the wilderness into a sensory journey, each capturing a different expression of freedom.
And like any memorable journey, it begins with a feeling.
OPEN SKY: The Freedom to Breathe
Imagine standing at the edge of a mountain overlook just as morning breaks.
A cool breeze brushes against your face, carrying the brightness of citrus and the invigorating freshness of eucalyptus. Mountain blue juniper evokes the clean, expansive air of higher elevations.
As sunlight reaches the valley, the atmosphere shifts. Desert clary sage and cedar leaf introduce an earthy character, while incense suggests something quietly contemplative.
Then comes the warmth.
American oak wood, tonka bean, and palo santo create a grounding finish, like sunlight settling over weathered timber.
Open Sky is the imagined feeling of taking that first deep breath after leaving everything familiar behind.
Not an escape from life, but a return to yourself.
WILD SAGE: The Beauty of Getting Lost
The road narrows. Mountains rise in the distance. Somewhere along the trail, the landscape becomes wilder, and the air begins to change.
There is warmth here.
Orange peel brings brightness, while cinnamon bark and western cardamom evoke the comforting spice of a remote cabin after a long day outdoors.
Beyond its walls, wild sagebrush, lavender, and mountain pine needles suggest an aromatic wilderness—green, rugged, and beautifully unpredictable.
As evening approaches, cedar, vetiver, and amber woods lend depth to the imagined experience.
Wild Sage belongs to the moments when the unexpected becomes the most memorable part of the journey.
It is not about knowing where the road leads.
It is about being curious enough to follow it.
FREE REIN: Where the Wild Things Begin
Now imagine the desert at golden hour.
The landscape glows in shades of copper and amber. Shadows stretch across the earth as the last warmth of the day lingers in the air.
Prickly pear introduces an unexpected freshness, joined by wild verbena and sweetgrass. Together, they suggest an open landscape alive with subtle contrasts.
Prairie moss, lavandin, and piñon resin bring an aromatic, resinous character before patchouli, smoky vetiver, and red amber deepen the atmosphere.
Free Rein feels like the final stretch of an unforgettable drive, when the windows are down, the music fades, and the moment becomes enough.
There is confidence in that kind of freedom.
Nothing to prove. Nowhere else to be.
A New Generation of the Stetson’s Untamed
Fronting the collection is model and actor Matthew Noszka, whose presence connects Stetson’s enduring American heritage with a younger generation exploring individuality beyond traditional definitions of masculinity.
Under Scent Beauty’s leadership, Untamed brings that philosophy into everyday fragrance through three Eau de Parfums priced at $38, with accompanying body sprays at $11.
But the collection’s most compelling quality is its ability to inspire a story beyond the bottle.
Because perhaps the American West was never simply a place.
Perhaps it has always been a state of mind.
And sometimes, all it takes is a scent to remind us how freedom might feel.
Also available for purchase at Walmart.
