*Jay Z has announced what’s billed as his first men’s fragrance, “Gold Jay Z,” which will be on the shelves at major department stores beginning on Black Friday (November 29).

According to reports, the rapper and entrepreneur reportedly rejected 3,200 names before settling on one that was just right. He picked up one of the bottles saying, “this is the sh*t; it’s gold.”

Hov partnered with Firmenich perfumer Ilias Ermenidis to create the fragrance.

“I was impressed with Jay Z’s style and confidence and was drawn to the ease with which he carries himself and all of his success,” says Ilias Ermenidis in a press release announcing the launch.

Here’s Gold Jay Z’s official description:

“Inspired by an icon, the white fougere fragrance is perfected through a layered blend of yellow ginger, white cardamom, and grapefruit with a hint of blueberry,” according to a press release. “At the heart, a refined infusion of violet leaf, cypress, lavender, and luxurious vetiver with a thread of pink pepper gives a tailored, modern signature. A rich note crafted with golden amber, patchouli, teak, and bourbon vanilla give a final shot of gilded sensuality.”