Diesel is rolling out its first men’s perfume under a cooperation with L`Oreal under the name, ‘Only the Brave.’

Everything about the new fragrance screams masculinity, from its opening notes of leather to the bottle that is shaped like a clenched fist.

In fact, the bottle is modeled after the fist of Diesel founder Renzo Rosso. It comes with a silver ring on two fingers that says Diesel.

The ad campaign for ‘Only the Brave’ features model Tony Ward, who will forever be known as Madonna’s boyfriend and boy toy from her “Justify My Love” days.