Granddaddy's Penguin Brand Goes Up$cale With Eau de Toilette

Age-old label Original Penguin has gone upscale with its debut Eau de Toilette for men, featuring name-brand model Guy Robinson leading the print campaign. I've always considered Penguin a middling brand, at best: It was introduced in 1955 by underwear peddler Munsingwear and gained renown for its upper/lower undies combo, then as originator of the golf shirt... not exactly high fashion.

Obviously, times have changed. Penguin's full line of men's, women's and kids' fashion is now sold at Barneys New York, Neiman Marcus, Saks Fifth Avenue, Macy's, Nordstrom, Urban Outfitters and David Jones, as well as its own boutique stores.

Good thing, since its fragrance price tag suggests we're dealing with an upscale brand: $50 for 1.7 oz and $65 for 3.4 oz. I sure hope this stuff doesn't conjure the likes of British Sterling or Old Spice.

Model Robinson, meanwhile, had his breakout season in spring 2010 on the

Guy Robinson and Danny Schwarz for A&F, by Bruce Weber

Dolce & Gabbana runway, followed by Versace, Salvatore Ferragamo, Ermenegildo Zegna, John Galliano, Louis Vuitton and Abercrombie & Fitch. Guy has been also featured in print ads in Numéro Homme, Robb Report and Arena and served as the face of Thomas Pink, United Colors of Benetton and Iceberg. Smells like teen spirit to me. Some of the best from Guy's portfolio below, for your viewing pleasure. *