PROVENANCE /BROOKLYN
THE ALCHEMY
Our brains are wired so that when we observe things, most of our senses are routed through our brain's processing and "thinking" center—except for one: our sense of smell.
Our olfactory nerve is unique in that it bypasses the brain's initial processing center and effectively shortcuts to the areas of our brain that trigger emotion and store long-term memory. As a result, our sense of smell has the strongest connection to emotion and memory of any of our senses.
This distinct trait evolved as a matter of human survival—we are literally hardwired so that when we smell things, our instincts to feel and to remember kick in before our brain can even make sense of things.
Scent has the ability to stir emotion, to transport us in time and place, to tell a story, and to imprint on our memory.
The art of combining scents into a single fragrance that has the ability to defy reason and transform—that is the art of olfactory alchemy.
The district
Founded by a native New Yorker, our alchemist origins cannot be separated from where we began: Brooklyn.
Brooklyn is not ours to define or represent.
Brooklyn is not a curated aesthetic or a passing trend. It is a real, lived-in place—one with history, and living, breathing energy. Inspired by Brooklyn, it is where we found our own inspiration to create. It is where we have learned, lost, dreamed, and evolved. It is where we learned to own our individuality. Brooklyn is where we were compelled to bring our alchemy to life.
The District is not marked by geographical bounds, and yet we are wholeheartedly connected to this place. To us, Brooklyn is not about a zip code—Brooklyn is a mindset, and it is embedded in our DNA. Without our experiences and memories here in Brooklyn, we would not exist.
DUMBO, BROOKLYN
FEBRUARY 2009
BUSHWICK, BROOKLYN
JUNE 2012
RED HOOK, BROOKLYN
DATE UNKNOWN
WILLIAMSBURG, BROOKLYN
NOVEMBER 2022