New West For Men was an overwhelming success in the United States but failed to strike a chord in the European market despite the pioneering concept behind the fragrance. Indeed, New West for Men was the most marine of fragrances that ever existed. A typical American fragrance, New West for Men evokes the American West Coast with its athletic, surf-and-wave-loving youth. It was one of the most innovative perfumes in the past twenty years and initiated the use of marine notes in perfumes.