A milestone in your existence has certainly been the chance to meet perfumer Pierre Wulff. Could you share with us
how this has happened and what did he taught you?
Absolutely instrumental to create fragrances the way I did credit to arrive where I am here. I needed to find people that knew a
lot about perfume. Starting the company in the very beginning, I was trying to find people that could help me. He was
important, a fundamental part of the puzzle. I spent a few months convincing him. He said per- fume is a very tough industry,
his very first recommendation was not to get into it. After some time, he decided to help me and now he is one of my closest
friends. He is a mentor and very supportive of me. ̋
BYREDO products are manufactured in France, Sweden or Italy with a distinct focus on craft and quality. Which are the
differen- ces in the several geographic areas’ productions?
All the fragrances and most of the beauty product are manufactured in France. All of the leather goods are manufactured in
Italy. I think I found a rich heritage and history in France in perfume-making ma- nufacturing. I consider them the best. The
same for leather in Italy, it’s truly about the craftsman. ̋
You collaborated with one of the biggest names in the industry right now, Virgil Abloh. How was that and on which
occasion did you collaborate? ̋
I think it was my first collaboration during the first year of the brand. I started my company without any experience. I was able
to build an audience with this kind of outsiders’ perspective. To collaborate with other creatives was important for me. Another
way of creating a uni- que perspective is to collaborate with other creatives and other friends. I started collaborating with other
people. Designers, artists, fashion designers: there is no format. We share ideas and we create. ̋
How do you communicate through olfactory techniques? What are you lately fascinated by and which is the message
you are cu- rrently seeing to develop?
I think I have always been focused on memory. It was important for me from day one. I think it has become a very personal
nostalgia and, in terms of ingredients, I gravitated to wood and stretched the boundaries of what you can do with smell. Now, I
can experiment in more extreme ways. ̋
What do you suggest to a young perfumer which is about to start his/her career?
I think one of the dilemmas for perfumers is that it is a very commer- cially-driven market. One of the things that I would
recommend is probably to make sure that they explore new frameworks about how smells can be. I think it’s traditional and
relatively conservative and there are endless possibilities. Encouraging people to be unique, pus- hing the industry’s
boundaries, which is usually conservative. Artistic freedom. Perfumers are true artists in my mind. ̋
Could you describe the new BYREDO’s Chai Candle?
It’s very simple. It smells like the tea my Indian grandmother did when I was growing up: black tea, spices, cardamom, sugar…
It is sweet, it’s near to my heart. It recurs in my life’s memories and reminds me of my grandmother when she was still alive. ̋
During last December, BYREDO opened a installation at Miami Design District during Art Basel. Could you describe to
us how this came about and what it focused on?
We opened the installation in December. They are photos I took during my travel in America mixed with other sports activities.
The duality of life, this direction of nostalgia to the life I was living as an athlete. A big part of my life was in America and
Canada. I was a Basketball player, then a creative. It’s a framework of a house without walls and doors and, instead of
windows, I created boxes for the seven images. It is on display for the next six months in Miami. ̋
Which are the sides of the contemporary society that is worth re- flecting about in your opinion?
Many. I think right now I have a project that I am presenting in Paris in February which is about like-minded people and the
relationship of being like-minded and the division that it causes. ̋
There is a feeling of division in many different ways: economically, culturally, racially. Like-minded also comes with a level of
division in society. ̋
Who is the typical BYREDO customer? ̋
I don’t think there is one type to be honest. One of the things pursued was the idea of appealing to many people. Man or
From an 18-year-old girl to a 80-year-old man. It’s a great accomplis- hment for the brand to be able to speak to such a wide
group. I don’t limit the idea. ̋
BYREDO catalog consists of home candles, fragrances and Néces- saire de voyage collection of handbags and small
leather goods. Are you planning to produce something else?
Many things. I think it is really just the beginning. I have this idea we can do pretty much everything. We are working on an
eyewear project, accessories, footwear… ̋
Your brand sells in 39 countries. Any new markets that would love to sell in?
I don’t have any specific in my mind. Methodically, I want to esta- blish the brand in a very authentic way. Digital sphere is
informing us where to focus. ̋
Who or which is your main inspiration nowadays? ̋
Culture, nature… over the last two years they are very much tight to my interest.
Climbing, hiking, surfing… and will continue to be so. ̋