Sam says wear Only the Brave, the new fragrance from Diesel, cause he’s sexy. I mean, it’s sexy. And sexy in that manly, leathery sorta of way that we like.

This fragrance isn’t for twinks. After all, Only the Brave uses the fist of founder Renzo Rosso as the bottle shape. And the marketing materials talk about the “leathery juice” of it all.

“The oriental, woody, and leathery juice, developed by International Flavors & Fragrance’s Aliénor Massenet, Olivier Polge & Pierre Wargnye, bravely plays with opposites. It starts with a masculine and fashion-related note of leather. ‘But because Diesel is a joyful brand, it’s lightened up with lemon,’ Lari [Ladan Lari, Diesel’s International Marketing Director] said, and broken with dry woody cedar notes and amber.”

Back to sexy Sam Way (photo). He’s one of the models featured in the advertising campaign. Enjoy the clip as well as a longer behind-the-scenes video, too.

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