St Johns Bay Rum was a venerable icon of the men’s fragrance industry during the post Mad Men years. With a consumer product giant at the helm, they could be found in the finest department stores. Their manufacturing took a major hit when Hurricane Marilyn destroyed their St. Thomas factory. After a period of recovery and the onset of a global internet market, the company recently re-emerged as a small batch fragrance factory known as St Johns Fragrance Company. Their retail product brand is now known as St Johns.
Although they have maintained their trademark Fishnet Weave for the Bay Rum fragrance, they launched a new Traveler Collection as a way to introduce the full fragrance collection to a new and younger demographic. This new product and package design, revealed at NY NOW, speaks to the organic, hand-crafted nature of this timeless island fragrance.