You don’t need to read Proust to know that smells can unlock powerful memories. No one understands this better than Byredo founder Ben Gorham, who launched his company in 2006 with the goal of transforming his own personal recollections into scents. Thanks to Gorham, there are now perfumes like Encens Chambur, which was inspired by the incense of a nearby temple in the suburb outside Mumbai where his mother was raised, and Gypsy Water, which smells of soil and pine needles, with a hint of campfire smoke.
And now, for the first time stateside, there's also a way to find all of Byredo’s products in one place, as the brand opened its first American store in Soho this month. The space is filled with warm shades of wood and sleek terrazzo floors, which create a vibe that is equal parts minimalist and inviting. Featuring not just the entire fragrance and beauty lines, but also sleek, logo-free leather bags, unisex eyewear, and home goods, the store will also serve as a place where fans of the brand can create their own bespoke leather goods and fragrances.
