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Photo: Getty Images, Coach

Call it the Proust effect: Memories are often triggered by smells. Scientific studies confirm that out of all the senses, smell offers the best recall. In Scent Memories, the Cut asks people about the scents they associate with different times in their lives. Next up is actor Michael B. Jordan, new global ambassador for Coach, and the new face of Coach menswear and men’s fragrances. Inspired by cool, all-American dreamers, (like B. Jordan) the collection includes Coach For Men, a woodsy blend of pear, cardamom, and suede that symbolizes the free spirit of the brand, and Coach Platinum, a warmer blend of pepper, pineapple, sage, and patchouli inspired by a road trip across America that starts and ends in NYC. The Cut caught up with Jordan in NYC to talk soap, candy, and mornings after.

My first scent memory is: Antibacterial hand soap from elementary school. You know, the orange-yellow color kind? I actually love that smell. Takes me back to good ol’ third grade. Yup. [Laughs]

Happiness smells like: Fresh-cut grass.

Friendship smells like: A basketball gym.

Heartbreak or loss smells like: Fire.

Regret smells like: Fuckin’ tequila [Laughs]. No, I like tequila, tequila’s amazing. So maybe, the morning after tequila; whatever that morning smells like, that’s it … Inside of a toilet bowl! [Laughs] Sorry.

Success smells like: Sandy beaches.

A pleasant surprise smells like: Coach for Men fragrance. A-ha!

The worst smell is: You ever had that candy … I think it’s just called Violet? Or violet-flavored candy? Oh my God. Instantly throw up. Or Jäger. The worst. My body doesn’t react well to either of those.

Sunday morning smells like: A mixture of things. I’m hearing Motown, old-school music, and smelling cleaning supplies because we’re cleaning the house on Sundays. Probably incense, oils, and candles, too because I’ve definitely prayed. It’s a cleaning, praying day — all that good, holy, cleanliness? That’s Sunday.

Monday morning smells like: Leather. Leather from seats, leather from couches and being in offices. Just being in business settings all day, I feel like there’s leather all over the place.

My favorite food smells like: Mexican spices.

My home smells: Welcoming.

If I could have one smell on my hands forever, it would it be: Something calming, like eucalyptus.

I smell like: I don’t know. [Sniffs self] I smell like … [sniffs deeper] … Coach Platinum.

Coach For Men Eau De Toilette

Coach For Men Eau De Toilette

Source: Michael B. Jordan Loves the Smell of Antibacterial Hand Soap