Serviette

Founded in 2024 in New York City, Serviette is the creation of Trey Taylor, a Canadian-born writer, editor, and self-taught perfumer whose career has been devoted to exploring fashion, art, film, and contemporary culture. A graduate of London's prestigious Central Saint Martins, Trey previously worked as an editor and contributor for influential publications including Dazed, The Face, Interview, and Fantastic Man. His years spent interviewing artists, actors, and cultural figures developed a fascination with the subtle ways people express their identities, eventually inspiring him to explore fragrance as an entirely new form of storytelling.

Trey's journey into perfumery began during the pandemic, when he immersed himself in studying fragrance formulation, experimenting with raw materials, and learning the technical foundations of the craft. He later studied with independent perfumer Marissa Zappas, refining his skills while developing a creative philosophy that embraces both tradition and experimentation. Rather than simply directing the artistic vision of Serviette, Trey personally formulates the fragrances, creating compositions that juxtapose familiar, beautiful ingredients with unexpected olfactory elements. His approach reflects a belief that fragrance should inspire curiosity, encourage individuality, and occasionally challenge our understanding of what smells beautiful.

The name Serviette itself is a playful reference to historical British social conventions, when the choice between saying napkin or serviette could reveal one's perceived social standing. This fascination with the invisible rules of taste runs throughout the collection, where fragrances such as Byronic Hero, Frisson D'Hiver, Sour Diesel, Ruche, and Priscus explore everything from romantic literature and childhood memories to unconventional botanical and atmospheric accords. Even the brand's distinctive bottles, featuring sculptural black caps and elegant green typography, reflect its understated yet intellectually playful character. At its heart, Serviette is an invitation to question convention, discover unexpected beauty, and embrace the freedom of developing one's own personal taste.