Byredo’s Mumbai Noise, a fragrance centered on childhood nostalgia

Perfume house Byredo has unveiled its new fragrance ‘Mumbai Noise’ that is inspired by founder and creative director Ben Gorham’s childhood. With the new scent, Gorham reflects on fond memories from his upbringing in Mumbai and showcases the city’s contemporary and colorful present-day reality.

From a young age, almost as soon as I was born, I would often travel to India to spend time with my grandmother in Chembur, Mumbai. I have very vivid childhood memories of my experiences there — and, after she passed, it wasn’t until my 20s that I returned. When I did, it looked extremely different — but still felt extremely familiar. With Mumbai Noise, I wanted to express that idea: to present an exploration of the city today, anchored in my memories of its past.

Ben Gorham, Byredo founder and creative director

City streets are filled with a variety of smoky incense, coffee carts and an array of vibrant musical instruments that attest to the rich cultural heritage in addition to inspiring the sensory new scent. Mumbai Woods includes notes of warm wood, amber, plummy Davana, leather and bitter coffee fused with sweet tonka beans.

To exhibit not only the new fragrance but Mumbai’s culture, Gorham collaborated with Indian creative and photographer Ashish Shah, to showcase the many identities that make up the city. Featuring dancers, models, drag performers, activists and more, Byredo’s campaign illustrates the dynamism of Mumbai’s youth culture.

“I wanted to photograph this campaign as a glimpse into the hearts and essence of young India,” said Shah. “I am interested in the lives we are living, the conversations they are having, their dreams and their realities”.

Byredo’s Mumbai Noise will be available as 100 ml Eau de Parfum at Friday, October 22 on the brand’s website. Come into the beautiful world of Byredo.

Byredo’s new limited-edition fragrance ‘Open Sky’ is an ode to travel

Inspired by the experience of travel, Swedish niche perfume house Byredo is exploring the concept of the void between departure and final destination during travel with its new limited edition scent called Open Sky. For men and women.

Byredo’s founder and creative director Ben Gorham explained that the scent is an expression of the journey of traveling, between departure and final destination. “While being stuck in one place, our memories have become particularly vivid – and what I remember most often is travel. Beyond the physicality of spaces, that idea of movement – of journeys, of being on your way somewhere – is something I truly miss. The void that exists in between places: I wanted to capture that,” said Gorham.

Through fresh notes of pomelo citrus, covered with hemp leaves, Byredo tries to portray the energy of anticipation and excitement. Woody accords of Palo Santo and vetiver form the base of the fragrance that is to evoke feelings of limitless possibilities. 

Byredo Open Sky will be available as 100 ml Eau de Parfum on May 5 on the label’s website. Come into the beautiful world of Byredo.