Byredo Launch a Brand New Fragrance – With No Name

Listen to Ben Gorham’s own words about why Byredo celebrates it’s 10 year anniversary with a fragrance that hasn’t got a name.

When everything is monogramed these days there’s no wonder that you even can put your own title to a perfume. When Byredo is launching their new 10 year anniversary fragrance on September 15 it’s nameless – at least until you buy it. Then you choose what to call it. The reason for this, according to Gorham himself, is not that much of a way of jumping the monogram trend wagon as it is to get away from the customers expectations that comes with a name:

”The names of the Byredo fragrances often describe the origin of an idea, a thought that leads to a brief presented to the perfumer. With fragrance being completely subjective these names spark the imagination of the perfumer and finally the customer. They each experience the fragrance even before they smell the ingredients in the bottle. We still find it fascinating that people interpret our fragrances in so many ways. To celebrate Byredo’s 10 year anniversary we created an unnamed fragrance that allows our customers to choose a name meaningful to them, and customize the label of their bottle.”

You will receive a set of letters printed in the brand’s typography – but maybe even more interesting is to use your own handwriting or let somebody you love draw something. We love the idea!

Still life Anders Kylberg/Acne Photography