Over the past 10 years, Swedish fragrance brand Byredo has pushed the boundaries of olfaction to become one of the most respected perfumers in the business. Fascinated by the connection between scent and memory, founder Ben Gorham’s creative process can almost be read like an exercise in perception, as he challenges the consumer to come up with their own conclusions via seemingly abstract product names (‘Flowerhead’, ‘Pulp’, ‘1996’ etc.) and minimalist packaging designs.

To celebrate the 10th anniversary of the company, Gorham has decided to take his sensory experimentalism one step further by — of course — releasing a nameless fragrance. Speaking of the myriad possibilities held within the special unisex scent, a press release said:

“From where does that bursting impression that grips the skin with a cool shiver emanate? Could it be the pink pepper with its spicy and fruity accents? The icy scent of the gin accord? The sharpest noses will no doubt identify a scent of undergrowth running through the backbone of the fragrance. A dark forest where iris roots grow amongst fields of violets and blankets of moss. A forest of towering pines melds woody, balsam scents with a hint of turpentine. Rooted in the formula, balsam evokes wide-open American spaces, evergreens in winter and the sensuality of woods.”

In keeping with the customizable experience, a page of sticky, individual letters is also included within the special white case packaging, a the user to name their product how they smell fit. Jasmine, Lavender, Camomile, Petroleum, KFC, Weed… the choices are infinitesimal.

Unnamed EDP retails at 98€ (50ml) and 150€ (100ml) and launches via Byredo’s official website on September 15th.

If you’re new to the perfume and cologne game and need some help finding your nose, check out this beginner’s guide.

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