SRHY | 61. Believe in Capitalism | Eau de Parfum
61. Believe in Capitalism is a deeply conceptual, avant-garde woody-floral-musk creation from the South Korean niche house SRHY. Founded by photographer and master perfumer Sung Soo Kim, the brand draws inspiration from emotional memories, utilizing a traditional "slow maturation" process where the juice is aged at low temperatures for months to build exceptional richness and depth.
The concept behind this specific fragrance targets the high-octane contrast of energy and luxury, grounded in a highly specific geographic memory: Hanamdong, Seoul, in the year 2006. The official bottle brief captures this momentum with an exact automotive specification: “The essence of speed: 4-valve, 4-cylinder, DOHC, compression ratio 13.0:1, 167 horsepower, 0-100 in 2.8 seconds, with a top speed of 286 km/h”. It crafts a brilliant structural tension, opening with a remarkably bright, mouthwatering canopy of tart raspberry, crisp orange, and juicy peach. This initial punch shifts smoothly into a dense, sophisticated heart where a rugged, texturized black leather note and fresh green accords collide with the classic, romantic elegance of rose and creamy ylang-ylang. The composition then anchors itself on an exceptionally smooth, deeply plush baseline of clean white musk, warm amber, and earthy patchouli, backed by a lasting frame of cedarwood, rich sandalwood, and Madagascar vanilla.
Olfactory Pyramid:
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Top Notes: Raspberry, Orange, Peach
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Heart Notes: Leather Note, Rose, Ylang-Ylang, Green Note
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Base Notes: Musk, Amber, Patchouli, Cedarwood, Sandalwood, Vanilla
Vibe: "The Sleek Sports Car", an adventurous mix of tart, youthful fruits slammed against a rugged, vintage-leaning leather core, grounded in an exceptionally smooth, upscale woody-vanilla shadow.
Performance: Operating at a premium Eau de Parfum level, Believe in Capitalism offers a robust, long-lasting presence on the skin that smoothly sails through 8 to 10 hours of wear. It opens with an expansive, highly diffusive flash of bright raspberry and peach that projects a confident, crowd-pleasing aura well beyond handshake distance, making it an excellent choice for daytime office environments or sharp, statement-making date nights. As the fragrance reacts to body heat, the initial fruitiness settles into a dense, velvety scent bubble where the heavy leather and creamy sandalwood base remain perfectly stable without breaking down into synthetic thinness, leaving a unique, deeply magnetic trail that clings tightly to fabrics for days.