Old Sneakers Smell Brand New

Your kicks deserve a clean break, if not materially, perhaps smell-wise?

If there are those who love to smell like fresh laundry (consider the original Clean fragrance), it is not unreasonable to assume there are sneakers that love to smell like they have just come off the factory floor. To be sure, we do not know who would like to go so close to your shod feet to determine if what you have put on smells new, but in case you fear that your kicks are an affront to the olfactory glands around you, consider this fresh offering from French “aesthetic perfumer” Officine Universelle Buly, grandly called Eau Gymnastique (or gymnastics water). Made in France specifically for sneakers, they promise shoes that are not merely clean-smelling, but new-smelling, As the brand describes it: “Designed for athletic shoe perfectionists, the Eau Gymnastique is ideal—if not necessary—for sneaker collectors obsessed with the immaculate appearance of their treasures maniacally stored in their original boxes.”

It is hard to imagine that sneakers are allowed to get so fetid before something is done. “Obsessed” is perhaps the key word—the quality that makes an indiviual desire to go to extremes, such as totally undoing the aquired funk of footwear, even if it’s not necessarily bad for every shoe. With the Eau Gymnastique in standby, he could provide what Officine Universelle Buly describes on the bottle as an “olfactory fix”, promising that “the scent of newness will embalm your sneakers… forever.” How is that possible? The spray dispenser, housed in what looks like a bottle of a household cleaning aid (500ml, no less! Clearly shoes need to be spritzed in larger amounts than bodies!), contains a water-based formula than has the benefit of “micro-encapsulation technology”, which provide long-lasting odour masking. Perfect for anything that covers despicable feet, really. Even if sneakers no longer look new, they could smell new. Just marvelous.

Eau Gymnastique, €58.33 (or approximately SGD90), is available online at the Officine Universelle Buly website. Photo: Officine Universelle Buly

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