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LIVE with GOOD DESIGN BRAND BYREDO

LIVE with GOOD DESIGN BRAND BYREDO

UNNAMED
The nameless fragrance “UNNAMED” was initially created for BYREDO’s 10 year anniversary, but was relaunched on January 31, 2019 as a response to overwhelming requests from the fans. The original set of letters designed by M/M Paris can be printed on the blank label on the bottle to create your one-and-only perfume. Leaving people free to create their own interpretation by allowing limitless chances to find your own name guided by emotions and memories – a truly BYREDO concept indeed.
UNNAMED 100ml ¥32400by BYREDO (EDSTRÖM OFFICE)

 

Scent With Stories

BYREDO is a fragrance brand founded in Stockholm in 2006 by Ben Gorham, a native Swede born to an Indian mother and a Canadian father. BYREDO is a portmanteau of “By Redolence” and its presence as a luxury cult perfume brand has become somewhat of an anomaly.

 

Gorham was born in Sweden, but grew up in Canada and the United States. His wide spectrum of experiences that nurtures his creativity comes from his continuous travels around the globe. His unlimited creative potential can be understood through his products. All of the scents from BYREDO are recollections of Gorham’s memory and imagination; rich aroma full of originality and stories is what they are known for. He translates his memories and emotions into scents. “As I studied and grew with the knowledge and understanding of scent, it became a part of my perception, “ says Gorham. “Let’s say there’s a room. Upon entering that room, you might say that the walls are blue, but I will say that it smells like roses.” To him, scent is one of the methods to capture his surroundings. BYREDO’s strong connection to fashion and the art scene has led to collaboration pieces with different creatives and artists in recent years, giving him recognition for his absolute creativity unbound to perfumery.

Story & Design

Unique and deep scents that provide joy of ‘imagination’.

“I translate my personal memories into scent. The relationship between smell and memory is the origin of this brand,” explains Ben Gorham, founder of BYREDO. He creates his scents in order to share his experience, memory and imagination with us. They all stem from a myriad of stories and are given names accordingly, evoking our imagination. Typically, perfumes are made from a combination of 60 to 70 different raw materials, but BYREDO uses only 5 to 10. Perhaps this concept is rooted in the Swedish mentality of favoring simplicity. Gorham has selected seven “memory scent” from the wide range of BYREDO perfumes to talk about.

LA TULIPE 100ml ¥28620 by BYREDO (EDSTRÖM OFFICE)

LA TULIPE

Imagine the scent of tulip. What kind of smell comes to mind? Actually, tulip is one of the rare types of flowers having no distinct scent. Gorham was attracted to this vivid and pretty yet odorless flower – somewhat lonesome yet loving, he wanted to give a nice scent to it. This emotion drove him to create this imaginary scent which smells like a field of tulips with bright petals waving in the wind.

ENCENS CHEMBUR 100ml ¥28620 by BYREDO (EDSTRÖM OFFICE)

ENCENS CHEMBUR

This perfume expresses the smell of Mumbai in India, where Gorham’s mother was born. As a child, he went for picnics there often with his mother with fond memories. When he visited again at the age of 15, however, the area had vastly changed with numerous buildings towering over, crowded with people. Strangely, the smell stayed the same. The deep, exotic memory of the incense used at Hindu shrines mixed with the spices used by his grandmother for cooking are extracted into this bottle.

GREEN 50ml (sample) by BYREDO (EDSTRÖM OFFICE)

GREEN

This was Gorham’s very first perfume, which is now discontinued. It was created based on the image of his father, who lived away from his family since he was 6 years old. Tracing back fragments of far away memories, he ended up with the essence of kidney beans. When he tested this scent, he pictured himself as a child running down the stairs and seeing his father sitting in a kitchen. With such nostalgic memory bottled inside, perhaps this scent represents his love for his father.

BAL D’AFRIQUE 100ml ¥28620 by BYREDO (EDSTRÖM OFFICE)

BAL D’AFRIQUE

Gorham received his father’s diary from his mother when he was 18. It was his father’s life record of 10 years he spent in Africa and Paris. The diary became a great source for him to get to know his father. His imagination of Africa, where he has yet to visit, and the bustling beautiful city of Paris described in the diary lead him to create BAL D`AFRIQUE. The scent of comfort and passion blended together in this bottle is, for Gorham, another memory of his father.

MOJAVE GHOST 100ml ¥28620 by BYREDO (EDSTRÖM OFFICE)

MOJAVE GHOST

Mysterious and fascinating, this scent was inspired by the ghost flowers blooming in the desert. As a child he’d seen them while traveling across deserts with his grandfather in Canada and the United States. They found the flowers blooming in a strange area inhabited by few organisms. The ghost flower cannot pollinate by itself and attracts bees by transforming its shape into a different flower. The inspiration comes from the fact that this transformation resembles us humans in how we change our looks or behave differently in front of the opposite sex.

BLANCHE 100ml ¥28620 by BYREDO (EDSTRÖM OFFICE)

BLANCHE

This pure scent is an expression of his innocent and angelic feelings he felt towards his wife when their daughter was born. To have a child certainly gave a huge impact on his life. He did not spend much time making this fragrance, as if he needed to lock up the memory of the mysteriously beautiful moment of a newborn baby. This was the very first fragrance that he created for someone.

ELEVENTH HOUR 100ml ¥28620 by BYREDO (EDSTRÖM OFFICE)

ELEVENTH HOUR

This scent is based on an imagination of a tragic theme: the end of Earth. When Gorham visited the Himalaya mountains in Nepal, highest altitude on Earth, he felt that this place will be the last fortress after further rise in sea level. The name of this perfume “ELEVENTH HOUR” means “right before the end”. Its strong scent is filled with natural energy based on Himalayan pepper.

 

Attention-drawn details that highlight craftsmanship

“Our product design is simple, but I pay great attention to bottle proportion, quality and detail. Packaging design too is simple, but this allows you to focus on the perfume itself.” Gorham’s philosophy can be seen not only in his fragrances but also in his bottle design. His Eau de Perfume bottles (image center) are made by high quality glass manufacturer in Italy, and the magnetic caps and pumps are made in France. Interestingly, the perfumes composed from highest quality raw materials, imported from all over the world, are created at a factory located in France run by a Japanese company. “Made-in-France pride and made-in-Japan quality make the best combination,” claims Gorham. The thin bottle design of the oil fragrance called “Rollon” (image left), made in the image of a pen, is meant to be applied onto yourself like paint; so the bottle looks most beautiful when held in the hand. The powder perfume named “Kabuki” was inspired by traditional Japanese theater and can be applied just like blush. Known to be a Japanophile, Gorham says Japan is an exciting place that evokes creativity.

L to R
PERFUME MOJAVE GHOST 7.5ml ¥10260
EAU DE PERFUM ELEVENTH HOUR 100ml ¥28620 KABUKI BLANCHE ¥8640
by BYREDO (EDSTRÖM OFFICE)

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