A narrative-driven unisex fragrance channels Texas heritage and Hill Country contradictions into olfactory form, merging Western identity with sensorial storytelling
“Waterloo” by Tecovas + Ranger Station Captures the Scent of Austin’s Soul
A narrative-driven unisex fragrance channels Texas heritage and Hill Country contradictions into olfactory form, merging Western identity with sensorial storytelling
When Tecovas decided to distill the spirit of Austin into a fragrance, they faced a uniquely Texan challenge: how do you bottle something as vast and complex as the cultural landscape of a city that exists at the intersection of tradition and reinvention? Their answer arrives in the form of *’Waterloo,’* a new unisex fragrance developed with the Nashville fragrance house Ranger Station. Waterloo represents the brand’s most latest and most ambitious attempt yet to translate their Western ethos into olfactory form. The Western lifestyle brand’s latest venture into fragrance territory reveals a deeper understanding of place, heritage, and the intangible essence of regional identity.
Steve Soderholm, Ranger Station’s founder and perfumer, approached the project not as a typical licensing deal but as an archaeological expedition into Austin’s aromatic DNA. “Before obtaining the name of Austin in 1839, the city was known as Waterloo because of its abundance of natural resources,” Soderholm explains, revealing the historical depth that informed his approach. Well known for their collaborations with musicians like Noah Kahan (Stick Season) and ERNEST (1992), as well as the estate of Waylon Jennings (HOSS), Ranger Station excels at distilling the essence of a person, place or time into a scent. Whether it’s a personal fragrance, room spray or one of their candles (which launched the brand) the scents take you on a journey. Since we picked up the seasonal “Tennessee Tomato” candle, we’ve regularly lit it to take us on a mental walk through a lush garden where you can’t help but run your hands over the vines and then dig them into the damp earth.
We’ve also been wearing “Waterloo” daily since receiving a tester. The fragrance opens with citrus and Rockrose, a deliberate contrast that mirrors Austin’s many contradictions. Rockrose, despite its floral name, delivers leather, smoke, and amber notes that Soderholm describes as embodying “the personality of Austin so well.” It’s a sophisticated choice that reflects the city’s gritty authenticity beneath its polished surface. The fragrance’s progression through Texas Sage and orris to sandalwood, vetiver and palo santo tells a story of geographic and cultural movement, a constant in this part of the world since long before it was called Texas. From the immediate brightness of Hill Country mornings to the deeper, more contemplative notes of desert evenings, “Waterloo” seeks to capture the magic of a region and allow the wearer to explore their relationship to it.
It’s quite telling that rather than simply slap the Tecovas name on a mass-market product, the brand chose to work with a legitimate fragrance house that not only shares their appreciation for the American West, but is also on a mission to spread their enthusiasm for it. This is evidenced in Ranger Station’s new boutique at 316 Bleeker Street in the West Village. The space combines Ranger Station’s signature elevated-rustic aesthetic with modern, natural materials such as leather, quartz, travertine, burlwood and white oak. A rich color palette of rusty reds and forest greens create a moody yet approachable atmosphere where you’ll want to linger and listen to records. “This neighborhood, with its creative spirit and deep sense of community, reminds us so much of 12 South in Nashville, the place where we first got our start and the location of our flagship store. It’s a dream realized, but one that has been years in the making, carefully considered and deeply personal,” says Soderholm.
The previous collaboration between the two brands, the “Go West” candle, was initially conceived as a limited release but became a year-round staple after overwhelming market response. This signals that Tecovas recognizes fragrance not as a novelty extension but as a legitimate expression of their brand identity. “Western is a way of life, a feeling,” says Samantha Fodrowski, VP of Brand Marketing at Tecovas. This philosophical approach positions the fragrance within the broader context of lifestyle branding, where products serve as totems of identity rather than just accessories. In the decade since both Tecovas and Ranger Station launched, the fragrance market has seen increasing interest in narrative-driven, place-based scents, particularly those that connect to American regional identity. *’Waterloo’* represents Tecovas’ recognition that their customers don’t just want to wear Western, they want to inhabit it completely. What better way to accomplish that than with a fragrance that keeps the wearer in a “western” state-of-mind long after the boots have come off?
“Waterloo” sells at $94 for 50ml and $45 for 10ml.