Back in 2016, Byredo founder and creative director Ben Gorham proposed the release of a nameless fragrance to celebrate the perfume house’s 10th anniversary. Byredo Unnamed, as it came to be called, gave fans the opportunity to ‘create their own associations, with no semantic boundaries’ – and the blank-labelled bottle created a stir like never before.
The original, limited edition Unnamed flew out of stock, but now, by popular demand, Byredo have re-released the scent, once again giving customers the chance to name – and experience – their bottle on their own terms.
‘The names of the Byredo fragrances often describe the origin of an idea, a thought that leads to a brief presented to the perfumer,’ Gorman explains of the unique concept. ‘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. We created an unnamed fragrance that allows our customers to choose a name meaningful to them.’
The perfume comes with a selection of letter, number and punctuation stickers in Byredo’s signature font, offering customers the chance to personalise a luxury product in a totally individual way. ‘Initials, a first name, a dream destination, a lucky number, a special moment, a time of day or night, an emblem,’ the brand suggests.
With no guidance from a moniker, you may wonder what Unnamed actually smells of – and this is in part, the idea; you smell it and then decide what it means to you. However, there are unquestionable notes of spicy pink pepper, gin accord, violets, fir and woody balsam scents, so if you love a nature-inspired fragrance, chances are, you’ll love this.
As with the first run, stock is limited – so if you want to be one of the lucky few to get your hands on one, we’d recommend acting now.
Byredo Unnamed Reedition launched on January 31st and is available from Byredo selected retailers and from byredo.com