Up your grooming game with the latest edition to the FLANNELS grooming range, Gruhme For Him. Rob Hallmark is the “nose” behind this fine British fragrance. Disillusioned by the endless fragrances pumped out by big-name conglomerates, Rob turned up his nose at the thought of buying any more mass-produced scents. The solution to this problem? Strike out and make his own. No longer convinced by the money-making agenda of many established brands, Rob set about creating Gruhme, with a focus on authenticity and wearability for the modern guy. The grooming market continues to grow, with the sheer number of products becoming increasingly difficult to navigate. Cue Gruhme, designed and made in the UK, with a straightforward mission to be energising, uplifting and striking-but-subtle enough to make a great first impression. We caught up with Rob to find out more about how one man plans to turn the world of scent on its head. Just follow your nose.