Fragrance house

Sweet Years

Sweet Years first appeared in 2003, founded from an idea of footballers Christian “Bobo” Vieri and Paolo Maldini. Its public identity is built around a red-heart symbol first revealed by Vieri after a goal, connecting the brand with friendship, sport, enthusiasm, positivity, and respect. The business evolved from a streetwear focus into a broader lifestyle brand through licensed extensions into accessories, including fragrances. Go Old ’50 S.r.l. is identified as the company owning the Sweet Years brand, while reporting in 2023 stated that Vieri and Maldini remained shareholders two decades after its launch. That year, Sweet Years marked its twentieth anniversary with both founders, presenting the brand through its heart-centered identity and ties to sport and fashion. Its fragrance collection includes editions for women and men recorded from 2006 through 2012 and is organized around four themes: Hippie Vibes, Urban Glam, Classic Cool, and Retro Pop. In 2024, Eurocosmesi announced an exclusive Italian distribution agreement with EuroLuxe, identified as licensee of Sweet Years Fragrances.