THURSDAY 1 PM | AYU

THURSDAY 1 PM | AYU by Setchu is a fragrance for women and men. This is a new fragrance. THURSDAY 1 PM | AYU was launched in 2025. The nose behind this fragrance is Julie Massé. Ayu: A freshwater fish that lives in clear, cold rivers. It feeds exclusively on a specific type of algae that grows only in pristine waters, giving it a delicate, almost fruity flavor, reminiscent of melon. Fished during the warmer months, it is a symbol of summer and holds a special meaning for me, a fisherman at heart. It reminds me of being immersed in nature, in a time that isn’t about waiting, but about presence.

THURSDAY 1 PM | AYU

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