Sean Combs: I Am King Fragrance

I Am King, Sean Combs leaves no doubt as to his expectations for his latest men’s fragrance, due as a Macy’s exclusive in December before rolling out to wider distribution in February.

Sean “Diddy” Combs knows he might raise a few eyebrows by calling his latest scent I Am King, but he doesn’t care. “I Am King is a statement about all men,” said Combs, during an interview at his Bad Boy Entertainment offices in Manhattan. “We are all descendents of royalty — and if we carry ourselves and respect ourselves in that manner and believe in ourselves, then we are all kings.”

It’s a matter of mind-set, he opines. “I believe in positive affirmations. If I say, ‘I am not going to succeed, I’m a loser,’ then that’s what I am going to be. If we say we’re kings and we say we’re queens, that’s what we’re going to be. It has nothing to do with being arrogant. I Am King is not a statement about myself — I Am King is about every man who is going to go and buy the fragrance.” (As for empowering the female sex, there will be an I Am Queen women’s scent in fall 2009.)