What Happened to Jade East Cologne? 1964 Swank vs. Modern Formulation

If you grew up in the 1960s or 70s, chances are you’ve caught a whiff of Jade East before you even knew its name. Maybe it was your father’s go-to for a night out, or the bottle that sat on the bathroom counter next to his cufflinks. It had a way of lingering — not just in the air, but in memory.

Jade East launched in 1964 under Swank, Inc., a company with deep roots in men’s style. Founded in 1897 in Attleboro, Massachusetts, it began as the Attleboro Manufacturing Company, producing jewelry and accessories. By 1908, a men’s division called Baer and Wilde was introduced, and by 1918 the company was making its famous Kum-A-Part cuff buttons — a wardrobe staple for well-dressed men. The Swank name first appeared in advertising in 1927, becoming the official brand in 1936. During World War II, the company even shifted to producing military medals such as Purple Hearts and Bronze Stars before returning to men’s accessories in the postwar years. By the 1950s and 60s, Swank had expanded into leather goods, gifts, and eventually fragrances — setting the stage for Jade East.

When Jade East debuted in 1964, it immediately stood out in the oriental fougère category — a style that blends aromatic herbs and spices with warm woods, amber, and subtle sweetness.

Fragrance Notes:

• Top Notes: Orange blossom, anise, lavender, lemon, basil, bergamot

• Heart Notes: Heliotrope, carnation, geranium, powdery accords

• Base Notes: Sandalwood, amber, tonka bean, musk, oakmoss, vanilla, cedar

Its complexity and smooth transitions between notes made it a versatile choice, whether for a night out or as a daily signature scent.  The fragrance’s success led to two variations of the original scent. 

From Discontinuation to Reformulation

By the late 1980s, men’s fragrance trends were shifting, and Jade East’s popularity began to fade. The original Swank production was discontinued in 1988, closing the first and most celebrated chapter of its history.

Not long after, the rights to Jade East were acquired by Songo, a company known for producing several classic men’s colognes. The Songo-era bottles (late 1980s–early 2000s) carried the Jade East name, but the fragrance itself had already changed. The formula was lighter, less complex, and with reduced longevity. For collectors, this marked the second era of Jade East — a shadow of the original that hinted at its character without delivering the full experience.

In 2005, Regency Cosmetics reintroduced Jade East. The packaging looked much like the original green bottles, but the fragrance inside was different once again. The Regency-era version (2005–present) is brighter and thinner, with a sharper, more synthetic edge. While it nods to the original with citrus and musk, it lacks the creamy warmth, depth, and longevity that made the Swank formula unforgettable.

Fragrance lovers who have worn both will tell you: the Swank Jade East original (1964–1988) was rich, smooth, and unmistakably barbershop in character — opening with citrus, lavender, and anise, softening into powdery florals, and settling into a base of sandalwood, amber, musk, and oakmoss that lingered for hours. The Songo version was a diluted echo, and the Regency version feels more like a modern reissue than a true continuation.

For collectors, the hierarchy is clear: Swank bottles are the prize, Songo bottles mark a transitional curiosity, and Regency bottles are the widely available modern stand-in.

Swank’s Own Changes

Over the years, Swank expanded into leather goods and accessories, acquiring other brands along the way. By the early 2000s, much of its manufacturing had moved overseas. In 2012, Swank was acquired by Randa Accessories, a major player in men’s fashion accessories. While Swank continues under Randa’s ownership, its fragrance history — especially Jade East — remains one of its most nostalgic legacies.

If you’re looking for original Jade East by Swank check out my listing on Quirky Finds. Shop Original Jade East