It’s the pits! Would you pay £35 for one of the new, posh deodorants?

Fashionistas are forking out a fortune as the humble anti-perspirant goes high end

Once humble, bought for a quid and used with little pleasure, deodorant has done an about-face. Where it used to be a simple case of misting armpits with Lynx or spritzing with Sure, in recent times the world of deodorant has evolved to offer products that cost as much as fancy face serums and smell as good as fine scents.. Encapsulating deodorant's shift from lowly to elevated is To My Ships, a brand launched last year in London. Apparently inspired by The Iliad, and yours for 35, it is inspired by a desire for cleaner armpits, and an intention to quell olfactory overload". If all that sounds highfalutin, this cultured personal care offer" speaks for itself with a delicious scent and an ability to rival pong.

We created a deodorant from the world of fine fragrance, elevating a dark and smelly function with a combination of the care applied to skincare formulation and a unique seductive green citrus scent," says founder Daniel Bense, formerly at luxury cosmetics brand Aesop, as well as Sunspel, a company that takes the humble white T-shirt and turns it into an aspirational wardrobe hero.