Byredo Unnamed: Ben Gorham relaunches mystery fragrance

When Ben Gorham established his own fragrance house in 2006, the former professional basketball player and art school graduate chose a portmanteau of 'by redolent' – Old English for 'aromatic' – as his business' triple-syllable name.

Suffice to say, Gorham has a penchant for names or esoteric origin and inspiration: Byredo has launched poetically named scents including Rose of No Man's Land, Velvet Haze and the carrot, rose and sandalwood eau de parfum Seven Veils.  

To celebrate Byredo's 10-year anniversary in 2016, Gorham debuted a fragrance that turned the concept on its head. Issued with an all-white and most importantly completely blank label, Byredo's Unnamed is just that – without a title. The scent arrives with an alphabet of printed letters that can be glued to the bottle and label at will.

"We created an unnamed fragrance that allows our customers to choose a name meaningful to them", says Gorham. Unnamed's fresh and slightly spicy olfactory formulation too is shrouded in mystery, asking for accords to be discovered first-hand. This year, Byredo's Unnnamed makes a limited edition return to shelves, following popular demand.