Ben Gorham launched Stockholm-based cult fragrance label Byredo in 2006 to translate memories and emotions into distinctive scents and experiences. Fascinated by the work of eminent Swedish perfumer Pierre Wulff, whom he met while completing a Bachelors of Fine Art, Gorham explored his personal olfactory desires before developing his zeitgeist-capturing fragrance recipes to ethereally link smell and recollection. Byredo (an amalgamation of “by redolence”) has since branched out from its minimalistically-packaged fragrances into body products and leather accessories, establishing itself as a luxury lifestyle house that creates coveted objects for modern men. Its collaboration with acclaimed British fashion photographer Craig McDean on the book Manual attests to Gorham’s passion for art and nostalgia, demonstrating an iconoclast point-of-view through the juxtaposition of muscle cars and high fashion. The duo’s accompanying capsule collection is inspired by vivid memories of the drag racing circuit and serves as a form of memorabilia for the book. Motorhead-themed imagery is splashed all over t-shirts, mechanic jackets, and scarves while kitschy lighters and beer coolers are adorned with hot-rod flames. With exclusive boutiques in major cities around the globe, Byredo has its foot on the gas as it ascends into the world of fashion.
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