However, as you might have noticed, not only Swedes love Byredo. Sweden is in fact not even one of the larger markets, both the US and France are stronger markets. This is probably unfortunately partly due to the fact that Sweden does not really have a tradition of fine perfumery. People are super-clean, yes, Swedes smell like freshly washed laundry. We have great teeth and saunas everywhere. Perfumes sell, but there is no luxury perfume culture to talk about. Now, in post-Gorham Sweden perhaps, in some places. But generally, no. There are some of us who would gladly spend our lives changing that though. (Thus this blog for example).
So. What’s so cool about Byredo?
One thing is definitely the ability to combine the traditions and heritage of fine perfumery with a very contemporary twist. Not to forget that everything about Byredo is extremely aesthetic, with a graphic profile that has been carefully created to communicate elegance but not steal the fragrance’s voice. The company works with storytelling around the fragrances, ingredients and around Ben Gorham. This is something that could be done even more I think. It is very refreshing to see perfume rhetorics that are not just empty clichés.
There is also something about the brand and communication, and the business that is dynamic and interesting. In the first couple of years most of what you heard about Byredo had to do with collaborations, for example with Acne (also Swedish) and hotels. The collaboration-theme has continued with Fantastic Man being one of the best examples. One of the first places to sell Byredo was Colette in Paris, a result of Ben contacting them to ask if they wanted to have a coffee and see his products.
From the beginning Byredo’s founder Ben Gorham has been a big part of the Byredo story in media. No wonder, his background, style and character seem to made for it. Brought up in Stockholm, Toronto and New York but with roots in India. He had a career as a pro in basketball, studied architecture. Covered n tattoos, famous for his humble and kind appearance.
You sort of know this is a person who can offer some truly great conversation.
I have never met Ben but I do hope that I will have the occasion someday to talk with him about fragrances and the stories around them. Continue reading for some interesting facts about Ben and the history of Byredo, as well as some beautiful quotes gathered from various interviews.
