@serviette.nyc

Taste is not a dress code. It is a way of noticing, wondering, listening, and occasionally ruining a perfectly normal matcha break with a historical aside. Director & Editor @sarahkendric Starring @ugochiegonu, @_lezzie_mcguire_ DOP @jameskolsby Story @treytaylor @m0thgirl Color @christopherrmedina Production @thunkwork Prod Asst @blakegeorgiadis

In matters of taste, there *can* be disputes. That is the Latin motto of Serviette, cemented in a serpentine 'S' and wreathed with laurel leaves, artfully designed by @studioselect.co. Pretentious? Absolutely. But deliberately so. It's luxury made self-aware: taking the codes of refinement (an insignia, say) and turning them inside out. The idea is a simple one. Everyone can have "good" taste —but only those who question how it's developed, and why, truly own it.

I didn’t plan to start a fragrance brand. But here we are. And here’s why. Shop Serviette at the link in bio.

People smelling > people watching

A brief investigation into why we steal the clothes of people we love.

A few small thoughts for a few large feelings.

A polite amount of time has passed since I last introduced myself and how I see the process of making perfume.

A few minutes with @undercoatperfume on making the Immacula campaign between takes, hems and perfume fumes.

A whistle stop tour through my love/hate relationship with tuberose, also known as the “harlot” of perfumery.

Most tuberose fragrances are clean, creamy, or tropical, which is why I took Immacula in a more industrial direction with New York notes of ionized steam from a steam funnel and hot asphalt, electrified with a zing of pomelo oil and sweetened with candied ginger.

Immacula is a narcotic flirtation with danger: ionized steam, pomelo oil, candied ginger, hot asphalt, tuberose, davana and oakwood. Available for a very limited time. Pre-save at the link in bio to be among the first to get access.

A holy communion of full-bodied tuberose, ionized steam, and asphalt. A new limited-edition fragrance, coming soon.

A perfume inspired by a novel its author never lived to see published.

The name Serviette, like the fragrances themselves, belies a much deeper, more meaningful story. It’s not just “napkin.” It’s a symbolic examination of decadence and taste building.

To be cultured, you must let something work on you before you pass judgment. Good taste is hard work.

Et voilà: a visual interpretation of Frisson D’Hiver’s ice accord.

Serviette began as a New York idea no more or less defined than a yellow cab meandering down Madison, a ride on the Coney Island Cyclone, or a group of artists voguing on Christopher Street Pier.

Every luxury brand has a recognizable symbol. We asked ourselves, 'why?' The insignia that marks every 50ml box of Serviette was added to give provenance to the brand, but with a twist. “De gustibus disputari potest,” which roughly translates to, “In matters of taste, there can be disputes,” is a playful evolution of the well-known Latin phrase “De gustibus non est disputandum,” meaning, “In matters of taste, there can be no disputes..

The story behind Serviette‘s green has a deeply woven history. Baize was introduced to England by Dutch Huguenot immigrants in the third quarter of the 16th century. The preferred covering for billiards tables, it simulated the color of grass for the indoor version of what was originally a lawn game. The fabric was used to cover and protect furniture and horse-drawn vehicles. Plus, it was the fabric of choice for monk and nun habits, as well as soldiers’ uniforms. Holy!

Pleated, folded, ruched—a serviette can elevate any vessel, especially when sprayed with one of our eau de parfums. It’s an elegant way to scent any space.

Of the hundreds of thousands of flowering plants, only a fraction are used in modern perfumery. There are many reasons why, but nevertheless, stumbling upon an expert text is always fascinating to shed further light on the topic of the natural world—something that doesn’t always factor into conversations about fragrance.

Wearing perfume is an eternal search for feeling ✨

Winter or summer fragrance? It’s both. Ice cold up top, a lily of the valley heart, then a flash of vanilla heat—Frisson D’Hiver is a polarity of temperature, which makes it ideal for all seasons.

Follow along as I create a sketch (better known as a work in progress) of an airy, green perfume with angelica root and oakmoss.

Feeling invisible? Serviette is a fine fragrance brand for those who prefer not to pass unnoticed. Director & Editor @sarahkendric Starring @ugochiegonu, @_lezzie_mcguire_ DOP @jameskolsby Story @treytaylor, @mOthgirl Color @christopherrmedina Production @thunkwork Prod Asst @blakegeorgiadis

A serviette is an essential part of one’s wardrobe. Full film coming Tuesday. Director & Editor @sarahkendric Starring @ugochiegonu, _lezzie_mcguire_ DOP @jameskolsby Story @treytaylor @m0thgirl Color @christopherrmedina Production @thunkwork Prod Asst @blakegeorgiadis

I bought a Walkman.

Taste is about perception, not possession.

A first visit to The Met turns into a lesson in expanding one’s taste. Direction: Let's Get Dinner Sometime DOP: David Khayznikov Story: Trey Taylor, Laura Bannister, Charlotte Harter Talent: Lynn Mosher-Howell Casting: Irina Shnitmann, Justin Aledia Thanks: Daniel Clemens