BYREDO Launches Survival-Themed Scent

BYREDO Launches Survival-Themed Scent

Byredo's latest eco-conscious scent is well timed given new environmental statistics.

Byredo's latest eco-conscious scent is well timed given new environmental statistics.

Text: Staff

If you’re planning to survive the apocalypse, Byredo wants you to look (and smell) good doing it. Last month, to herald two new Paris locations—a new Byredo flagship and a three-month pop-up—the chameleonic fragrance brand celebrated the launch of Eleventh Hour, a new scent blending peppery notes and mild dystopia. Held in the midst of Paris Fashion Week, the launch coincided with a survivalist-themed pop-up, which, unlike the flagship across town, offers the post-apocalyptic bare necessities: flasks, cutlery sets, freeze dried food and survival knives, (in addition to a range of luxurious scents and creams, of course).

The utilitarian range is in line with the fragrance brand's messaging, which often reflects the eclectic backstory of founder Ben Gorham, who, in addition to being a pro basketball player-turned CEO, is an avid camper and environmental steward. But his latest scent is not just an homage to the natural world: according to the product description, Eleventh Hour’s citrusy bouquet was chosen to evoke the Nepalese highlands, a currently inaccessible region that, like many others, may become more settled as oceans rise.

While pop-up's merger of Parisian chic and eco-catastrophe may seem surprising, the militant vibes feel all too appropriate in light of new predictions by climate scientists. And if there's any luxury brand equipped to offer such a thought-provoking scent, it's Gorham's. After all, what's more important in an apocalypse than self preservation?

See inside Byredo's survival-themed pop-up below.

Byredo at 11 rue Debelleyme 75003 Paris (courtesy of Byredo)

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