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Fragrances
NICHE FRAGRANCES: THE INDEPENDENT HOUSES SELECTED BY WETHENEW
WHY A FRAGRANCE SECTION IN A SNEAKERS STORE
Because it’s the same gesture. A niche fragrance is bought like a pair: for what it says about you, for its rarity, for the story of the house that made it. Far from mass-market perfumes designed to appeal to everyone, niche perfumery is made up of independent houses, named perfumers, high concentrations, and materials you won’t find elsewhere. Our selection includes around twenty houses and nearly three hundred references, from the alcohol-free roll-on at €55 to the perfume extract at €380, all purchased through official distribution and checked before shipping — because fragrance is, along with sneakers, one of the most counterfeited products on the market.
CHOOSING BY OLFACTORY FAMILY
The first way in is the scent profile. woody fragrances — sandalwood, cedar, vetiver, oud — are the most commonly worn by men and the easiest to wear all year round. gourmand fragrances — vanilla, praline, coffee, tonka — are the category that has grown the most over the past five years, driven by a generation that wants to smell like dessert. amber and oriental fragrances — incense, resins, spices, leather — are the richest, the ones you wear in the evening and in winter. floral and fruity complete the spectrum on the brighter side.
CHOOSING BY HOUSE: FROM ACCESSIBLE PARISIAN NICHE TO HIGH PERFUMERY
Three Parisian houses decided that niche didn’t need to be expensive to be serious: Versatile Paris and its alcohol-free roll-on extracts, Fascent and its 30 ml formats designed for layering, Bon Parfumeur and its numbers that indicate the family. The first two come from the same creative studio, Flair Paris , also signing Sora Dora — the Nantes-based house of haute parfumerie extracts, our deepest selection.
On the storytelling side, Une Nuit Nomade entrusts each journey to a different perfumer, Liquides Imaginaires is composed in trilogies, Nuages entrusts everything to a single nose, François Robert. Goldfield & Banks perfumes Australia with its native plants; Oman Luxury carries oud and incense from Muscat. And the labels that shake up the codes — Borntostandout and its provocative names, Room 1015 and its rock spirit, Akro and its addictions, New Notes, Fomowa Paris — stand alongside the great independents, BDK, Xerjoff, Nishane.
EAU DE PARFUM OR EXTRACT: HOW TO CHOOSE AND WEAR A NICHE FRAGRANCE
The concentration makes the outfit. An eau de parfum contains 15 to 20% fragrance concentrate, while an extrait contains 25 to 40%: the latter lasts all day with two sprays, while the former needs to be reapplied. It should be tested on skin, never on paper, and judged after an hour — the base notes are what others will smell. Winter calls for amber and gourmand scents, summer for fresh woody and floral ones; roll-ons and 30 ml sizes are the right format for trying before committing to a 100 ml. The Wellness section brings them together alongside skincare and make-up: what you wear on yourself, chosen with the same seriousness as what you wear on your feet.
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