Watch | At London pheromone parties, singles find love by sniffing strangers T-shirts

In London's hipster stronghold of Hoxton, several dozen singles have followed their nose to the latest party; hoping love is in the air. They're smelling the 3 day old T-shirts of prospective partners hoping to find a match. It's all part of a scent-focused singles' night - named the Pheromone Party - where odour is the main attraction. Guests are asked to submit a T-shirt they've slept in for 3 nights. The theory is if you trust your nose, you'll find a sweet smelling partner. The parties started out as an experimental matchmaking idea by a California woman weary of online dating five years ago. They have since been held in New York, Los Angeles and other places around the world.