Bonnie Prince Billy launches own aftershave

Folk rocker is joining Justin Bieber and Lady Gaga the fragrance market

Bonnie Prince Billy has launched his own aftershave.

Pitchfork reports that the hirsute singer has taken an unlikely step into the fragrance market in collaboration with Sanae Intoxicants, with a bottle of his scent now available for a princely $220 (£136).

Fashion blogger Diane Pernet has had a whiff of the aftershave and has provided a handy description. She wrote: “It was originally based off a palette Mr. Oldham shared with SANAE INTOXICANTS which included a note of his own inspiration: the scent of the Agarwood tree, also known as ‘oud’ which is not only a fragrance that has been used in perfumery dating back to the most ancient times, but also a beautiful Middle Eastern string instrument.”


Sanae Intoxicants, meanwhile, say of the scent: “Underneath the bouquet of the mukhallat, on a warm, Egyptian jasmine, tobacco night, rocks the ancient, romantic rhythm of the Assam oud. Relish in this mystical, swirling dance. It will light up all who surround you.”

This isn’t the first time the singer – whose real name is Will Oldham – has surprised fans with some unusual commercial enterprises. To coincide with Record Store Day in April of this year, several music stores sold special Bonnie Prince Billy condoms.

Oldham released his last studio album, ‘Wolfroy Goes To Town’, in October last year. The LP was his ninth under the name Bonnie Prince Billy and the follow-up to his 2010 effort ‘The Wonder Show Of The World’.