Fashion designer, former senator, men’s lifestyle influencer, and Manly Manners author Wayne James will unveil his new line of herb-and-spice blends and dry-rubs specifically formulated for the 21st-century man in October. Called Wayne James’ Seasonings for Men, the line features five all-natural, no-preservatives, kosher blends: all-purpose, salt-free, seafood, vegetarian, and game/holiday.
“My aim was to introduce a line of ‘quick-fix’ seasoning-blends that enables the novice as well as the expert to prepare gourmet-flavored meals in a matter of minutes,” James said. “The modern man is flavor-conscious, but he is also very busy. He therefore needs a product that gives him quick, easy, but excellent results. Today’s man wants a seasoning that allows him to effortlessly expand beyond the backyard grill. And if adding some sex appeal to each meal is part of the deal, then so much the better.”
Blended and bottled in Maryland, spice capital of the United States, James’ packaging is decidedly and distinguishingly masculine: glossy black caps; minimalistic black labels with gold lettering; detailed ingredients and nutritional listings. “The packaging nods at quintessentially male products such as distilled spirits, shaving creams, cigars, and condoms. I want men to instinctively reach for the bottles, whether on a supermarket shelf or in a kitchen cabinet. The packaging looks manly—as if to say, ‘I am more potent than other seasonings,’ ” James said.
But James’ line of seasonings is not off-limits to female customers. “I definitely see women purchasing the seasonings for the men in their lives—as gifts or to encourage them to demonstrate their masculine prowess in the kitchen. I also envision women purchasing the products for themselves, perhaps out of curiosity at first, then because of the seasonings’ distinctive flavor-profiles.
All five blends are based on recipes that have been in James’ family since the mid-1700s and feature 18 to 29 ingredients. And the designer, a gourmand in his own right, is no stranger to the food industry: In 1993, rather than launching a fragrance like most other fashion designers, James introduced the Carnival Seasonings line which sold in outlets such as Fresh Fields (now Whole Foods), Dean and Deluca, and in military commissaries.
“Our business model has now shifted to online marketing to meet the demands of the modern customer,” James said. “Wayne James’ Seasonings for Men will be available in a few key stores around the world; but for the most part, customers will have to purchase the product online on Amazon, eBay, and ShopAtWayneJames.com.”