Sex Pistols Launch Their Own Perfume

Somewhere Malcolm McLaren is smiling.

The Sex Pistols have launched their very own perfume. The unisex perfume, called Sex Pistols, was developed by Etat Libre d’Orange and features packaging that recalls the band’s “God Save the Queen” artwork, the infamous single from their 1977 release, Never Mind The Bollocks, Here’s The Sex Pistols.

“To wear this scent, you must resist tradition, fight conformity, and disregard aromatic conventions,” reads a statement issued by the perfume company.

“In the spirit of punk, you must be willing to express yourself with abandon. You take risks and you wouldn’t be adverse to creating a little mayhem.”

The description above makes it seem like the ideal fragrance to apply prior to joining an underground fight club, but no doubt if you’re wearing a scent called Sex Pistols you are most definitely expressing yourself.

Currently available in France, the perfume launches in selected shops in the US on September 10.

Billboard reports that perfume is only the start of an apparent deluge of Pistols products; officially licensed alarm clocks, refrigerator magnets and removable laptop skins are already available, as is virtual Pistols merch for characters in computer game “The Sims.”

Half Moon Bay, the Bath, England-based company which produces many of the products, says its top-selling Pistols item is a “Never Mind the Bollocks” coffee mug.

“The fans are older now and might be less inclined to wear their heart on a sleeve with a T-shirt,” Half Moon Bay entertainment brand product manager Rachel Carpenter says.

It might be hard for some fans of the Pistols to believe all this marketing madness, but Johnny Lydon/Rotten knows brand management, apparently. He’s also not a bad pitchman, either. Billboard notes that butter brand Country Life credited the punk icon with driving an 85% increase in sales in 2008 when Rotten first appeared in TV spots.

There are also plans to launch a ‘Never Mind The Bollocks’ soap later this year.

Punk is dead.