Keith Urban is the newest celebrity to create his own signature line of
fragrance. The scent is called Phoenix, named after the phoenix tattoo on his
left arm.

Keith told Women’s Wear Daily, “I’ve always loved
symbolism and mythology, the symbolism of the phoenix being something that
succumbs to the challenges and burns in the fire, but then is resurrected from
the ashes and rises up even stronger than before. The ‘what doesn’t kill you
makes you stronger’ story of the phoenix is something else that I think fits
really well with a man’s cologne. I can relate very strongly to that, going
through hard times and coming out the other end of it much stronger for the
experience.”

Keith added that it was important he not name the fragrance
after himself. He said, “The last thing I want to make a man do is, when someone
asks him what he’s wearing, is for that poor man to say, ‘I’m wearing Keith
Urban.’ That just seems really awkward to me. I wanted to allow a man the
dignity to respond with something that is a little more appropriate. Not too
hoity-toity, not too chic and metro, something that’s got a nice, masculine
simplicity to it. I felt Phoenix fit that really well.”

Phoenix can be
ordered now exclusively through Keith’s website, keithurban.net, for $35 a
bottle.