Stetson Launches Untamed Fragrance Collection

Stetson, working with Scent Beauty, has introduced Stetson Untamed, a men’s fragrance collection comprising three Eau de Parfums and three body sprays. The line is inspired by the landscapes, natural elements and independent spirit of the American West. American model and actor Matthew Noszka fronts the campaign. The Eau de Parfums launch August 31, 2026, on Stetson.com at $38 for 75 mL, while body sprays will retail for $11.

Three Scents Inspired by the West

The collection centers on Open Sky, Wild Sage and Free Rein, with each scent drawing on fresh botanicals, aromatic herbs, woods and warm resins.

Open Sky combines Citrus Splash, Mountain Blue Juniper and Eucalyptus with Desert Clary Sage, Incense and Cedar Leaf, finishing with American Oak Wood, Tonka Bean and Palo Santo. Wild Sage pairs Orange Peel, Cinnamon Bark and Western Cardamom with Wild Sagebrush, Lavender Bud and Mountain Pine Needles, followed by American Cedar, Vetiver Root and Amber Woods.

Free Rein opens with Desert Prickly Pear, Wild Verbena and Sweetgrass, followed by American Prairie Moss, Lavandin and Pinon Resin. Its base features Patchouli Leaves, Vetiver Smoke and Red Amber.

Matthew Noszka Fronts Campaign

Noszka brings the campaign’s outdoor-focused identity to the collection. His career includes global fashion campaigns and a role in the Kim Kardashian-led television series All’s Fair, alongside film, television and global brand partnerships.

Matthew Noszka, American model and actor, said:

“Stetson has always stood for confidence, freedom, and an unmistakable American spirit. I've always felt most at home outdoors—whether I'm off-roading, working on my truck, or simply getting away from it all. That connection to the outdoors and the American West is a big part of who I am, so becoming part of Stetson Untamed feels like a natural fit. Scent is powerful — it becomes part of your presence and the way people remember you. Untamed captures that same sense of adventure and rugged individuality, but in a way that feels fresh and modern. I'm excited to help bring that spirit to a new generation of the Untamed,”

A New Chapter for Stetson

For Stetson, Untamed expands its fragrance offering with a collection designed around a modern interpretation of its established American identity.

Robert Dundon, Chief Executive Officer at Stetson, said:

“Stetson Untamed is a bold step forward in a category that we first entered over 45 years ago. Partnering with Matthew Noszka as our spokesperson showcases a different personality of the Stetson man. Untamed is a reflection of Stetson's evolution in the category and introduces a trio of scents for a new generation to discover. We're proud to offer a modern, masculine fragrance collection, inspired by the American West, that feels relevant today and authentic to Stetson's legacy,”

Stetson Untamed will also be available at Walmart, with national distribution at JCPenney, CVS, Boscov’s and Meijer.

Scent Beauty Expands Its Portfolio

The launch adds a new chapter to Scent Beauty’s portfolio of branded fragrance products and brings Stetson’s heritage to a Generation Z audience.

Steve Mormoris, Founder and Chief Executive Officer at Scent Beauty, Inc., said:

“As Scent Beauty continues to build its portfolio of culturally influential brands, Stetson is an integral part. It's an iconic American brand with a strong heritage, and Untamed in partnership with Matthew Noszka gives us an opportunity to bring a fresh point of view to that legacy while creating a fragrance experience designed to resonate with a new Generation Z consumer,”