Stetson just announced a whole new fragrance line, and the basics are simple: three Eau de Parfums alongside three body sprays that pair with them, themed around the American West, on sale September 1, 2026, starting on Stetson.com. The trio is called Open Sky, Wild Sage, and Free Rein, and the campaign face is Matthew Noszka, a model and actor with a couple million followers and a Times Square billboard coming his way.
The question I actually care about is whether any of this is worth $38, or whether the $11 body spray is the smarter first move. The campaign is big. Big campaigns are a reason to pay attention, not a reason to preorder.
Below: the full note breakdowns for all three scents, which one fits which guy, the EdP-versus-body-spray math, and everywhere you’ll be able to buy it.
Key Takeaways
The Stetson Untamed Fragrance Collection is six products (three Eau de Parfums, three body sprays) launching September 1, 2026, first on Stetson.com, then Walmart, JCPenney, CVS, Boscov’s, and Meijer.
The Eau de Parfum runs $38 per 75 mL; the body sprays are $11, making the body spray the cheap way to test a scent before committing.
The campaign kicked off August 28 with a Times Square billboard and Matthew Noszka’s social rollout, three days before you could actually buy a bottle.
Table of Contents
What is the Stetson Untamed collection?
Untamed is Stetson’s new fragrance-line addition for 2026, built with a company called Scent Beauty. If you’re arriving here wondering whether it replaced Cologne Original, Stetson Black, or Spirit: no announcement says that. The press materials don’t address the classics at all, so I won’t claim they’re going anywhere, and I won’t claim they’re confirmed to stick around either. Untamed is an addition until someone says otherwise.
What the company did say, through Stetson CEO Robert Dundon, is that Untamed builds on Stetson’s long fragrance history, which is real history. Plenty of guys’ dads wore Stetson cologne. Dundon frames the new line as a contemporary spin on confidence and independence, inspired by Western landscapes and that independent streak. That’s the pitch. Whether it lands is between you and the fragrance counter.
The three scents: Open Sky, Wild Sage, and Free Rein
Three fragrances, one theme, each pulling from a different corner of the West. The shared palette across the line runs to fresh botanicals, aromatic herbs, woods, and warm resins. Here’s the full breakdown, notes and all.
Open Sky
This is the fresh, airy one. It opens with Citrus Splash, Mountain Blue Juniper, and Eucalyptus, so the first impression is bright and cool, the kind of opening that reads clean rather than sweet.
Once the citrus fades, you get the heart: Desert Clary Sage, Incense, and Cedar Leaf. That’s where the scent shifts from fresh toward something more aromatic, a little smoky around the edges. The finish is American Oak Wood, Tonka Bean, and Palo Santo, which lands warm and grounded. Mountain Blue Juniper is a regionally specific note you won’t see on most drugstore boxes, and it’s part of what makes this lineup more interesting than a generic fresh cologne.
Wild Sage
The warm, spicy pick of the three. Here’s the wrinkle worth knowing before you order: the name suggests green, herbal sage, but Wild Sage actually opens with Orange Peel, Cinnamon Bark, and Western Cardamom. That’s a warm spice rack, not a sage field.
The herbal part shows up in the middle, after the spice settles: Wild Sagebrush, Lavender Bud, and Mountain Pine Needles. The base is American Cedar, Vetiver Root, and Amber Woods, which is the woody part that sticks around. Western Cardamom is another one of those regionally specific notes. If you want a cozy, spiced fragrance for cooler weather, this is probably your guy. If you literally want to smell like sage, read the notes first.
Free Rein
The most unusual of the three, and the one that made me look twice. It opens with Desert Prickly Pear, Wild Verbena, and Sweetgrass. Prickly pear is not a note you encounter at the typical cologne counter, and that alone makes Free Rein the curious pick.
The middle is American Prairie Moss, Lavandin, and Pinon Resin, greener and more resinous than anything else in the lineup. It finishes on Patchouli Leaves, Vetiver Smoke, and Red Amber, a rich, warm landing. Vetiver Smoke is the standout there, and Pinon Resin ties it back to the Southwest theme. If Open Sky is the safe choice and Wild Sage is the cozy one, Free Rein is the one you buy because you want something different.
One thing worth repeating: the source lists notes only. No wear-time claims, no performance data. I can tell you what each is built from, not how long it lasts on your skin.
Which Untamed scent fits you: read the notes, not the name
The short version: match your preference to the opening notes. Open Sky if you want fresh and aromatic. Wild Sage if you want warm and spicy. Free Rein if you want earthy and resinous.
Here’s a pattern that shows up with almost every three-scent launch: a guy orders the one with the best name, then finds the notes point somewhere else. Wild Sage is the worked example here. The name promises sage, but the opening is orange peel, cinnamon, and cardamom, and the sagebrush doesn’t show up until the heart. The tell is always in the top notes. If you’re looking for a new scent and not sure where to start, check those before you check the marketing.
Matthew Noszka and the new Stetson man
The campaign face is Matthew Noszka, an American model and actor positioned as a present-day take on the Stetson guy. Two sentences on the resume: he’s done top fashion campaigns and appears in All’s Fair, the series led by Kim Kardashian, plus work across film, TV, and global brands. He’s also got nearly 2.5 million social followers, which is why this campaign is about to be all over your feed.
Per the campaign materials, Noszka actually lives the life Stetson is selling. He off-roads, works on his own rides, and gets away from it all. His line about scent is the most honest thing in the whole rollout: fragrance becomes part of your presence, part of how people remember you. No self-help spin needed. That’s just true, and it’s a fair answer to why any of us think about cologne at all.
The casting logic is obvious and I’ll say it plainly: a 19th-century hat brand hired a young, TV-visible face with a big following to make itself legible to guys who don’t remember the original Stetson counter, the same playbook behind every roundup of popular designer scents we love, big-budget mini-movies and all. Smart. Doesn’t tell us if it smells good.
The rollout: Times Square and the 360-degree campaign
The promo machine starts August 28, 2026, three days ahead of the first bottles going on sale. Day one brings the hero image and video with Noszka, a Times Square billboard, and the kickoff of his own social rollout. So yes, the hype will fully exist before the product does. That’s how launches work now.
Scent Beauty is running the push across seven channels: social, influencer, paid media, PR, events, sampling, and retail. The practical takeaway is you won’t be able to miss this launch, and lots of retail touchpoints means more chances to smell it before buying.
One honest caveat, because I know the first thought is “can I get samples?” Sampling is on the campaign channel list, but no consumer sampling program has been confirmed. Don’t count on a free vial in the mail yet. What’s confirmed is retail presence, and that may be your try-before-buy route.
Price and formats: the $38 Eau de Parfum vs the $11 body spray
The Eau de Parfum is $38 per 75 mL. The body sprays are $11. Same three scents in both formats, six products total. That’s a 3.5x price gap inside one collection, and it’s the real decision here.
My read: if a scent is unproven to you, the $11 body spray is the easy first step. You’re out eleven bucks instead of thirty-eight. There’s a common failure pattern worth knowing, though: guys buy the body spray for the price, find the concentration too light for all-day wear, then rebuy the same scent as the parfum. You end up paying twice. The tradeoff between formats is concentration, not scent identity.
Buyer rule: The $11 body spray is the test; the $38 parfum is the commitment. Don’t buy both for the same scent.
For what it’s worth, $38 is cheap by most Eau de Parfum standards. Compare it against whatever’s on your shelf right now and do that math yourself. And if you’re tempted but patient, waiting for reviews is a legitimate play. Waiting can save you money or spare you a regret.
Where to buy Stetson Untamed (and why your local store may not have it yet)
The confirmed list: Stetson.com gets it first on September 1, 2026, and it’s also headed to Walmart with national distribution at JCPenney, CVS, Boscov’s, and Meijer. That’s the paragraph. If you’re the type who skips to the practical stuff, this is it.
In practice, new mass-market fragrance launches tend to hit the brand site and the national chains first, with regional and individual stores stocking weeks later. The typical result: a guy checks his local store, finds an empty shelf, and assumes the product got discontinued. An empty shelf during rollout is a stocking lag, not evidence of anything. If you want it day one, Stetson.com on September 1 is the reliable starting point.
Why Stetson partnered with Scent Beauty
The company actually making and selling Untamed is Scent Beauty, a multi-brand fragrance e-commerce platform founded and run by CEO Steve Mormoris. They call themselves the world’s first multi-brand e-commerce platform for bespoke fragrance, which is their claim, not mine to verify. Their roster already includes celebrity fragrances for Dolly Parton, Sabrina Carpenter, and Megan Moroney. A hat company from the American West plugging into the same infrastructure as Dolly Parton. Sure.
The credibility part, in one sentence: Scent Beauty is privately held, based in New York City, and run by veterans of Estée Lauder, L’Oréal, Coty, and LVMH, which suggests they know how to make and sell fragrance, not just market it. On the executive front, Scent Beauty founder and CEO Steve Mormoris calls Stetson an iconic American brand and a key piece of the portfolio, and Dundon, again, frames Untamed as a fresh statement of confidence and independence. Both are spin, and you can smell that from here. One practical note: products will also be on ScentBeauty.com, so that’s one more place to check prices.
Three scent profiles to pick from: fresh (Open Sky), warm-spicy (Wild Sage), earthy-resinous (Free Rein). $38 for the parfum, $11 for the body spray, on sale September 1 at Stetson.com and later at Walmart, JCPenney, CVS, Boscov’s, and Meijer.
The one thing this launch doesn’t answer is how Untamed and the classics will coexist. Two audiences, one campaign, and nobody’s promised a verdict yet. I’d wait for the shelf and a sniff before betting either way.
Frequently Asked Questions
What are the three fragrances in the Stetson Untamed collection and what do they smell like?
The trio is Open Sky, Wild Sage, and Free Rein, all themed around the American West. Open Sky is fresh and aromatic with citrus, juniper, eucalyptus, and a warm oak-tonka finish. Wild Sage is warm and spicy, opening with orange peel, cinnamon, and cardamom before settling into sagebrush and woods. Free Rein is the earthy, resinous outlier, built on prickly pear, pinon resin, and vetiver smoke.
How much does Stetson Untamed cologne cost and what sizes are available?
The Eau de Parfum runs $38 per 75 mL, and each scent also comes as an $11 body spray. All three fragrances are available in both formats, making six products total. At $38, the parfum is cheap by most Eau de Parfum standards.
Is Stetson Untamed related to the original Stetson cologne or a replacement for it?
Untamed is positioned as an addition to the Stetson line, not a replacement. No announcement says Cologne Original, Stetson Black, or Spirit is being discontinued, and the launch materials don’t address the classics at all. Stetson frames Untamed as a contemporary spin on confidence and independence inspired by Western landscapes.
