Day- a sunny midday to be precise- is brought by ‘Moor An’ Th’ Loike’. This is the brightest scent out of the PROPER YORKSHIRE scent trilogy, celebrating the beauty of Yorkshire and its moors in full force.
This scent is a statement of Northern pride with grace for the North to be imperfect, a middle finger to the North-South divide, and support of the slowing and reversal of Britain’s North-South migration.
Design intent
The green of the logo represents the verdant green of local agriculture, reflected in the deep green and subtle aromatics and animalics (there’s a little ‘country’ air in there). Honey, Orris and Jasmine reflect the sweetness and intensity of the midday sun, while Black Pepper is used to evoke summer midges as well as the frequent underestimation of the Yorkshire region.
PROPER YORKSHIRE used ‘The Secret Garden’ as inspiration to explore what Yorkshire is and Moor An’ Th’ Loike focuses on the where. The ingredients are a mix of the namesake garden as well as the Yorkshire Moor that is heavily referenced throughout the book and used as a metaphor for Mary and Colin’s character arcs through the changing seasons.
For this reason, my personal intent for Moor An’ Th’ Loike was to explore and express the seemingly simple strength of joy, and to help others do the same despite the deep yearning and unlearning this can often take.
Based on my own lived experience, Moor An’ Th’ Loike is also a reclamation and redefinition of ‘Northern’. AFAIC if you’ve made a life for yourself in the North you’re ‘Northern’. If you’ve made a life for yourself in Britain you’re ‘British’.
Scent memory // actually smells like
Moor An’ Th’ Loike smells like a sweet light floral- layered with light green and aromatics with a hint of animalic and pepper.
The opening is a light but complex floral and a fuzziness caused by the pepper. The drydown is herby from the Thyme yet slightly sharp and bitter from the Juniper Berry. The scent is supported by a deep green (Fir Needle) and heavier floral (Orris), with a hint of civet (just a hint) for an earthy and rustic feel.
Hoped impact & legacy
If you’ve ever had validity of your Britishness (except Madonna) or Yorkshireness questioned then I want you to wear this scent and let the petty ones stay mad. The power to define and value yourself is always with you, but I hope my scent can be a humble prompt in moments of doubt or external devaluation.
Moor An’ Th’ Loike is a statement of regional and national pride while challenging the jingoism of the British Isles and recommending a more inclusive approach.
Moor An' Th' Loike | 50 ml Honey, Jasmine, Floral Perfume
Roaming the verdant fields of the moor on a lovely summer’s midday. The clouds are white and fluffy, with lackadaisical shapes. A warm and fuzzy breeze sweeps and sways the green moor and its sweet-smelling things.
