BLACK SABBATH guitarist Tony Iommi has unveiled a new trademark scent in conjunction with Italian luxury perfume manufacturer Xerjoff.
Tony Iommi Deified is a new Xerjoff initiative that pairs Deified perfume with a soon-to-be soundtrack and music video.
Deified, based on the dualism of leather and spice, plays in an infinite loop, accompanying the wearer with its pervasive aura. Saffron tones are authentic and warm, while powdery and leathery facets dance with a delicate hint of gourmet freshness. Cinnamon enhances spicier tones, which are complemented with a subtle rose in the heart. The woody foundation of papyrus and patchouli leaves the senses wanting more in a rhythmic back-and-forth.
Step into a parallel dimension where mystery consumes the imagination, creating a dark and decadent experience that leaves subliminal shadows on the user.
The official “Deified” soundtrack and music video will be released on Friday, July 26, at 4 p.m. BST.
Iommi’s first signature perfume debuted in 2021. At the time, it was described as the result of a friendship formed during the pandemic between Iommi and Sergio Momo, a famous perfumer and designer for Xerjoff, which is well-known for its unique and individual scent compositions and collaborations. Sergio is also a talented guitarist, and his exquisite fretwork can be heard on “Scent Of Dark,” a song produced by Iommi to sell his debut perfume.
While high-end scents and Iommi’s uncompromising heavy music may appear to be unlikely bedfellows, the guitarist’s interest in fragrances dates back to the early days of BLACK SABBATH.
“It’s something I’ve always been interested in, ever from the early days of goods like Brut and Old Spice, which I used to get for Christmas,” Tony said. “Once I started touring the world with SABBATH, I started finding different types of fragrances from other nations and began collecting them while on tour.
“I met Sergio through another friend of mine, Jimmy Crutchley (who plays bass on ‘Scent Of Dark’), and Sergio graciously sent me a box of his fragrances and asked if I’d be interested in developing my own, which I certainly didn’t expect,” chuckled Iommi. “I had no idea how that would work, but Sergio suggested I make a list of items I enjoy the smell of, so I did.” He created three alternative examples based on my comments, and I chose the one I liked; the project continued forward from there.”
Tony’s debut fragrance evoked the aromas of 1960s and 1970s rock, festivals and gatherings, amber, and patchouli. The final product seamlessly combined the dark tone of Iommi’s original iconic ’64 Monkey Special guitar with spicy and sensual smells.
Tony has been involved in the development of his fragrance since its inception. “I wouldn’t put my name on something I hadn’t been part in and didn’t personally appreciate or use,” he said. “That has been the case with all of my efforts, beginning with guitars, and this is no exception.”
In a November 2021 interview with Rolling Stone, Iommi discussed his passion in cologne: “Ever since [BLACK SABBATH] went on tour in the United States, I really started becoming more and more into it. I’d go to the mall or the stores and buy a variety of perfumes and scents until I found one that I truly liked. And then I would stick with one for a bit. Then I would switch from Cartier to Tom Ford, or whatever. I’ve been doing this for years. presently I have my own bespoke ones—an abundance of them presently.”
When asked which aromas he loved best when he first started working with Sergio, Tony responded, “Oh, God. I believe some of them threw him because a handful of the samples were terrible. But others were fantastic. I enjoy the fragrance of a new car, particularly the leather smell, as well as coffee and other similar scents. Patchouli is the principal ingredient of this scent, which dates back only to the 1960s. I remember the scent of patchouli back then; they used to use it to hide the odor of people smoking marijuana. [Laughs]”
