Stockholm-based Ben Gorham, a 6’5″ native Swede born to a Canadian father and an Indian mother, founded the cult fragrance company Byredo after he ended his career as a professional basketball player. He went back to art school and, after a chance meeting with a perfumer by the name of Pierre Wulff, started Byredo, which in the beginning offered only candles.
Gorham called it his creative project. “There are these defining moments in one’s life that are out of our control — crossroads that allow you to make a decision,” reflected Gorham in an article in Business of Fashion. Today the range includes high-quality perfumes, candles and body products, which are focused around simple compositions of only the finest quality raw materials. Future prospects take the brand further out of olfactory adventures. Byredo has a full collection of leather goods and small leather goods, as well as special objects such as blankets and scarves. Currently, Byredo is readying to launch two new categories: eyewear and sneakers previewed at last week’s Men’s Paris Fashion Week.
At the crossroad of his Scandinavian aesthetic and his mother’s Indian heritage, part of Byredo’s success story rests on personal curations that focused on storytelling and artisanal quality. Early hits like Gypsy Water is ‘a glamorization of the Romany lifestyle… The scent of fresh soil, deep crests and campfires…’ Bergamot, lemon, juniper and pepper ‘lift’ the opening, while incense, pine needs and iris make for a fresh green heart giving this fragrance a completely transportive quality. Most of the fragrances are shareable and undeniably carry a cool factor. The latest release is yet another walk down the storytelling lane. Eau de Parfum Sundazed evokes sun-soaked days with top notes of Californian lemon and mandarin, a heart of neroli and Arabian jasmine and a base of sweet cotton candy and white musk. Sundazed comes also comes in limited edition hand cream and hair perfume form, offering a variety of different fragrance gestures.
Byredo is now available in 50 markets around the world, with freestanding flagship boutiques in Stockholm, London, Paris, New York and Aventura Mall, the best shopping center in South Florida.