As part of his controversial partnership with Barneys New York, Jay Z is set to launch his first Men's cologne, Gold, next month. The fragrance will be enclosed with a white bottle with an accompanying Gold-colored box, that will be embossed with the name of the cologne on the packaging.

A press release that accompanied the announcement said,

“From the beginning of recorded history gold has been associated with royalty, purity and strength.

Gold is precious and valuable, a standard by which the value of other things are measured. As expressed in the gilded cap, GOLD JAY Z symbolizes SUCCESS, POWER, CONFIDENCE, COURAGE, STRENGTH and PRIDE.

Everything JAY Z touches turns to GOLD.”

[Via HHNM]