In a time when the shiniest new objects seem to attract the most acclaim, The House of Creed stands apart, regaled for its longevity and high standards. Established in 1760, it furnished the English Court with scented leather gloves, tailored apparel and commissioned fragrances. That legacy continues today, thanks to its father-to-son dynasty that has continued for seven generations.

That latest generation, led by Erwin Creed, continues to embrace its past and sees that tradition as its strength moving into the future.

“My father, Olivier Creed, is the current Sixth Generation Master Perfumer for The House of Creed, so the company has been a part of my family for many years,” Erwin says. “That family legacy is what has allowed us to maintain the processes and art of fragrance creation.”

While he was always heir apparent, Erwin didn’t jump right in to the family business. He spent some time making his own way in the world. But soon, The House of Creed beckoned.

“Step-by-step, I fell in love with the art of perfumery and our beautiful brand,” he says. “My father didn’t push me to learn, and it was good for me to be introduced this way, because year after year, I was learning by myself.”

“I am very happy to be in the perfume industry ... It’s really great because we see a lot of opportunity and also a lot of liberty—we are free to create.”

It’s clear that maintaining The House of Creed’s legacy is key to Erwin and The House of Creed’s bright future. “This summer, we are introducing a free-spirited continuation of our original Viking fragrance, Viking Cologne,” he says. “It is a fresh, cool complement that echoes the spirit of the original fiery scent, but with a real marine presence ... Coming out of the last year with a pandemic, we wanted this fragrance to celebrate the spirit of a spring awakening after lockdown.”