Ganni launches ‘Let’s Go Outside’ capsule exclusively at, selected international stores and at Selfridges in the UK.

The capsule is inspired by the great outdoors and features a range of limited edition RTW and accessories made using certified recycled and organic materials. The styles feature jackets and vests with playful GANNI slogans and fuse together feminine details with a technical outdoor feel.

The 30 piece capsule includes signature GANNI dresses and shapes you know and love with new prints plus fun reusable GANNI water bottles, a stainless steel lunchbox, cotton t-shirts, stone-paper notebooks, watercolours and quilted camping blankets.

“If anything this past year has taught us, it’s all about staying grounded, reconnecting with friends in nature. With these exclusive pieces, we wanted to explore the great outdoors and that feeling of being free. I was inspired by past summers, wild camping in the North of Denmark and a natural colour palette that takes inspiration from the sun, sea and forest” – Ditte Reffstrup, Creative Director, GANNI.

Alongside the collect, GANNI will be popping up at Selfridges flagship Oxford Street Store from 19th July to 16th August on the accessories floor. The brand will host a GANNI Let’s Go Outside installation in a glasshouse as part of Selfridges’ Garden Centre theme and activation. GANNI are inviting their UK community to come and explore the Lets Go Outside pop-up on the ground floor of Selfridges and discover the collection up close.


Based in Copenhagen and owned and run by husband and wife team Creative Director Ditte Reffstrup and Founder Nicolaj Reffstrup, GANNI has developed exponentially over recent years with it’s Scandi 2.0 sense of style full of personality and contrasts.

GANNI is all about making our community who wear our clothes feel even more confident and capable of anything. For us, acting responsibly is a moral obligation. We are on a journey to minimize our social and environmental impact and strive to be a more responsible version of ourselves everyday. In 2020, we launched our GANNI gameplan setting ourselves 44 tangible goals to be reached by 2023 across four main pillars; People, Planet, Product and Prosperity.

GANNI has offices in Copenhagen, Stockholm, London and New York and is represented in 600 of the world’s top tier retailers as well as 25 GANNI concept stores across Europe and the United States. delivers internationally to 35 countries including Australia, Canada and South Korea.



This year’s Summer Solstice sees the revolutionary brand MARICI launch exclusively into Selfridges as part of their ‘Project Earth’ luxury designer edit on the 8th of July. Inspired by the ideas of re-birth and evolution, paving the way forward with their trailblazing ethics and timeless aesthetics.

MARICI is a London-based luxury accessories brand formed as a Collective in 2020 in direct response to the continued environmental impact of both the synthetic and traditional leather industries. The formation of the brand by a group of like-minded individuals is at the core of their ethos, to create a bold and beautiful brand that can be both environmentally conscious and visually stunning. The brand’s philosophy is focusing on circular design economy and regenerated mindset. Offering consumers a truly considered and mindful alternative, created using natural materials that already exist in abundance on Earth. All of this is done with the aim of creating staple pieces that will stand the test of time and be utilised as heirlooms from one generation to the next.

“We hope to create an elevated luxury product that offers low environmental impact and high social responsibility. To offer a kinder alternative to Mother Earth whilst not compromising on aesthetics and quality”The Collective

MARICI is the world’s first plant-based luxury accessories brand and the only brand within the Selfridges luxury edit using Pinatex – an alternative to leather that does not rely on plastics and fossil fuels for its production. The plant-based material is derived directly from the off-cuts of the existing pineapple industry, bought directly from farmers themselves. These materials are then upcycled into luxury material with a distinct finishing handcrafted by a team of master artisans based in Venice into the bags that have made MARICI the brand that it is.

Slow fashion is at the heart of MARICI’s creation process, meaning that each handbag is handmade in limited collections and numbered. By combining luxury craftsmanship, mindful materials, and a clear message, MARICI is creating an enticing and exclusive brand that champions the conscious consumer.

“The direct translation of MARICI is Ray of Light. As a brand we celebrate people who act as a Ray of Light to others in this world. The MARICI woman is powerful because she believes in change and in humanity.”  – The Collective


Fascinated by the innovative technology upon which the materials were made and charmed by its unique retro modern aesthetics, MARICI was born on Earth Day in 2020 after 3 years in the making. A distinctive collection created from up-cycled plant fibres, MARICI was also dreamt through the desire of positive change.

To offer a pioneering plant-based alternative to the leather industry and highly environmentally damaging synthetic options – Pinatex. To have a regenerative mindset and adhere to the circular design economy. To be the best choice of product in our field, whilst not compromising on the environment, crafts or design aesthetics. With the preservation of artisanal craft, Mother Earth and positive evolution as our long time priority, we look to ways in which we can merge tradition, slow fashion and innovation.

The Collective
MARICI is the brainchild of a few like-minded individuals, united through a love for beautiful things and a desire for impactful fashion and positive change. To be mindful and create positive impressions through the world in which we live and transform the way we create things. The Collective believe in pioneering the alternative through combining innovative technology and luxury fashion. To evolve and protect Mother Nature and to challenge the status quo.


Thought-provoking, unconventional and fearlessly creative, Selfridges has always sought to do things a little differently. More than a shop, Selfridges is a social centre with sustainability at its heart, powered by imagination, curiosity and creativity. The only store to be named the Best Department Store in the World four times, Selfridges offers a shopping experience that promises to surprise, amaze and amuse its customers by delivering extraordinary experiences. The launch of Project Earth in 2020 marked a new chapter in Selfridges’ history – the start of a challenging yet vital journey to change the way we shop. The initiative builds on the industry-leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of the business. Underpinning Project Earth is a commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement. Selfridges is committed to transforming the way we shop physically and digitally. From its in-house Cinema, restaurants and bars, skate bowl and extraordinary events calendar, to celebrating new and upcoming artists and designers, Selfridges has always been more than the sum of its products.


In 2020, Selfridges launched a transformational new sustainability initiative, Project Earth – its commitment to change the way we shop by 2025. 

The initiative builds on the industry leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of the business. Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets. Working closely with over 300 brand partners and with support from the Woodland Trust and WWF, Project Earth will kickstart with eight weeks of experiments, innovations and conversations, across all stores and online, dedicated to reinventing retail. 

Selfridges is the first luxury department store to set tough material requirements as part of their commitment to a science-based Scope 3 carbon reduction target in goods and services.

 Through Project Earth, Selfridges commits to:

Materials – Ensure the most environmentally impactful materials used throughout the business come from certified, sustainable sources by 2025

Models – Pioneer new retail models and experiences, making Selfridges synonymous with circularity, including repair, resell, refill and rental

Mindsets – Put longevity, creativity and sustainability at the heart of the business, and engage with teams, partners and customers to effect change 3 

Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement. 


Founded by American entrepreneur Harry Gordon Selfridge in 1909, Selfridges is widely regarded as the first and best example of a modern department store. With his revolutionary understanding of publicity and the theatre of retail, Selfridges flourished under the direction of its charismatic Chief. Harry Gordon Selfridge’s spirit of innovation and creativity lives on through its owners today. Since 2003, W. Galen Weston and family have owned and operated the business, with four stores in London, Birmingham and Manchester and an international website delivering to over 130 countries.


The Market you didn’t know you were waiting for. 29th May – 4th June, A South London Makers Market is coming to Selfridges.

14 of London’s most exciting and innovative small makers will trade from our Selfridges London store accessories hall. You can expect to see handmade in London, Selfridges exclusive product and discover re-stocks of those must have sold out products from the likes of Lotta Blobs, Bable and more.

Twin sisters Olivia and Daisy Tinker founded A South London Makers Market to celebrate and highlight the talented makers they kept discovering around them in London. Over the past year, their highly-curated markets have become the go-to destination for shoppers to discover, connect with and shop the most exciting small brands! A South London Makers Market has become synonymous with unrivaled design, exclusives and sell-out drops; creating an exciting shopping experience unlike any other!

Pangaia At The Selfridges Corner Shop

Pangaia delivers first physical brand experience at the iconic Selfridges department store.

The world of PANGAIA will be brought to life with a temporary installation at the iconic Selfridges Corner Shop that has been developed to offer an immersive experience that is steeped in innovation. Taking cues from the brand’s ethos and commitment to the ‘high-tech naturalism’ materials philosophy, the travelling pop-up will be re-usable and will serve as both a retail destination and a platform for discovery. This first PANGAIA experience will run from April 5 – May 2, 2021 to coincide with Selfridges year-long creative theme Good Nature, which explores the intersection between nature and culture. From April 5, customers will be able to interact with the PANGAIA experience through virtual appointments and following this, from April 12 customers will have the chance to visit the pop-up in line with the government guidelines.

The Experience

With clear focus on continuing the brands work of de-mystifying science, the installation contains an industrial heptagon turntable structure which transports guests on a journey of discovery across the multiple facets of the brand. Customers will enter the structure and move in a circular route around the inner seven chambers while becoming immersed in a beautiful ever-changing giant prism of light. The joy of the brand’s vibrant, colorful visual language is brought to life throughout the space with guests able to learn about the technologies harnessed by PANGAIA, as well as the positive impact created through science and each of its products.
The PANGAIA experience fuses education with entertainment, to deliver an energetic and understandable approach to showcasing the limitless possibilities that can be achieved through materials science and innovation.

The Science

partners with the world’s leading research institutions, laboratories and scientists to bring to life the latest problem-solving innovations in materials science.
The brand’s ethos of ‘high tech naturalism’ involves taking the abundance of nature in places like agricultural waste and infusing it with high tech yet sustainable processes to augment functionality. This brings out the best in nature, through science, and enables the creation of innovative material solutions that utilize waste in a more effective way while lowering the brand’s environmental impact.
The new concept was developed to shine a light on the brand’s core technological advances, including proprietary technology and trademarks such as C-FIBERTM, FLWRDWNTM, and PPRMINTTM.
-C-FIBERTM – a unique fusion of eucalyptus pulp and seaweed powder, C-FIBERTM harnesses the harmony and natural power of both the Earth and Ocean and offers an alternative to regular cotton.
-FLWRDWNTM – cruelty free alternative to synthetic and animal down made from natural, dried wildflowers. It’s taken over 10 years to develop this breakthrough material which keeps you warm… without harming the animals.
-PPRMINTTM – trademark technology which covers each fabric fiber with natural peppermint oil and helps our customers keep their clothes fresher for longer – saving water, energy, and time without leaving any scent behind.
-GRAPE LEATHER – A vegetal leather alternative using leftovers from winemaking. The concept was devised in a bid to reduce the environmental and ethical damage produced by animal leather production.
-TIPA – TIPA packaging is a bio-based plastic alternative that is fully compostable in 24 weeks. It is designed to be disposed of in home compost – along with food waste or through industrial compost facilities.

The Product
Together with Selfridges, PANGAIA has curated a range of products that speak to the brand’s focus on high-tech naturalism and innovation through science. Discovered throughout the immersive space, each of the products provide a catalyst for conversation and action to become part of the purpose for which the PANGAIA brand was born. Each week, the brand will refresh the space with new product offerings paired with surprise introductions such as PANGAIA chocolate, note books and a special partnership with Ocean Bottle.

The Design
The design of the space is welcoming to all and is rooted by the brand’s focus on the number seven. Throughout the space, the seven colors of the rainbow almost act as paint to create a spectrum which emulates a feeling of hope and joy. Through the use of light, the space becomes instantly transformative creating an immersive effect that defines each area. Miniature prism-like glass houses can be found throughout the space amplifying the brand’s focus on nature and science; while exploring the structures akin to places known for meditative reflection, sharing, and being together. Each of the colorful structures have been consciously created to ensure scalability in size and versatility in future use. Designed to be reusable and built from recyclable materials these freestanding structures are able to come and then go, flat packing down for easy shipping and storage; all conscious design aspects to limit negative impact.

The Materials
All set components including graphics were fabricated in a way to ensure that each element is 100% reusable. The experience was created from FSC timber and using recycled, reusable and sustainable products. Furthermore, all single use plastics were banned from the set, including in packaging for materials.


Everything you need to get little ones ready for Easter, right here.

The Joy of Colour

The healthy veins of lush green leaves, crawling with bright speckled ladybugs. April showers casting a Technicolour rainbow. Bright-yellow daffodils unfolding down each beaten track. As spring returns, so does its inspirational palette of bright and bold colour, urging us to refresh our wardrobes and spaces. The heavy knits and hoodies we’ve lived in for months are now reserved for cooler evenings as we seek out refreshing pops of colour on everything from accessories to outerwear. The past year has also crystalised the importance of the mantra ‘happy home – happy self’, so the mood-boosting gift of bright, bold home design is a sure-fire winner.

The North Face x Gucci launches at the Selfridges Corner Shop

Gucci reveals its collaboration with The North Face that celebrates the spirit of exploration.

Whether literal exploration of places and cultures or the more metaphorical adventures encouraged today by Creative Director Alessandro Michele, Gucci has always catered to the curious, presenting its clothes as tools that push the wearer into different territories.

The North Face famously outfits those who seek adventure. But there are also deeper parallels between the stories of Gucci and its new partner. Since their founding in San Francisco in 1966, the brand has committed to pioneering product innovation and enabling all forms of exploration. It is a well acknowledged notion that travel leads to self-discovery, and in this conviction The North Face is aligned with Gucci, which similarly empowers people in their quest to celebrate and express their own characters and personalities, embedding Alessandro Michele’s approach towards fashion as a powerful instrument of freedom.

To promote this new partnership, Alessandro Michele has conceived a campaign shot by Daniel Shea, set in the Alps. In stills and video, as well as through content created for TikTok, we are led through a trip to the great outdoors with a group of Gucci-clad hikers, who camp by the lakes.

The forests and peaks of the region form a vast and breath-taking scenic backdrop to the imagery, which in capturing colourful candid moments of group activity are reminiscent of holiday snaps, effortlessly showcasing the distinctive products. The campaign’s atmosphere evokes the aesthetic of the 70’s, when The North Face was a thriving outdoor retailer based in Berkeley, CA and shared a factory and storefront adjacent to Credence Clearwater Revival’s practice studio, whose iconic song “Bad Moon Rising” is featured throughout the video campaign.

This special cross-category collection for men and women comprises ready-to-wear, soft accessories, luggage and shoes, as well as some more unexpected pieces linked to the outdoor world of The North Face, such as tents and sleeping bags.

The North Face x Gucci Collection is in line with the commitments of both the two brands to eco-sustainable activities. Luggage contain ECONYL®— a nylon fabric sourced from regenerated materials (from fish nets, carpets and other scraps) that can be recycled and recreated, aiding in decreasing its ecological footprint. Additionally, the colour palette was inspired by the 70’s and curated from The North Face materials library. Archival fabrics have been partially incorporated into the collection to give them a new life.

Packaging for the pieces come in vibrant pink featuring The North Face X Gucci logo. The garment and carrier bags, boxes and pouches have been strategically designed to reduce the environmental impact at every step of creation. All paper and cardboard come from sustainably managed forest sources and an uncoated paper has been used to ensure it is fully recyclable. To reduce the amount of paper, boxes

are equipped with handles to avoid using shopping bags. Larger items come in shopping bags and cotton covers without boxes.

Debuting in China, the collection will be distributed through distinctly designed stores and ephemeral Gucci Pins, where the special bright floral patterns of the range will be used to dress the spaces and effect façade takeovers. A limited selection of The North Face x Gucci pieces will also be available on, with some exciting online exclusives.

Shining a light on the collection’s motifs, Gucci Artwalls will be unveiled in five cities – Hong-Kong, Shanghai, London, New York and Milan – and will feature dedicated imagery with a variety of creative executions. Though all different, these pieces of street art will all incorporate The North Face x Gucci logo.

Credits for the campaign

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer & Director: Daniel Shea

Make Up: Thomas De Kluyver

Hair stylist: Alex Brownsell

Video – Music credits

“Bad Moon Rising”

Written by John Fogerty

Performed by Creedence Clearwater Revival

Published by Concord Music Group, Inc.

Recording courtesy of Craft Recordings, a division of Concord

Products details

The ready-to-wear collection features not only goose-feather down padded coats, bomber, and vest but also shirts, skirts and jumpsuits. The outerwear silhouettes and equipment are based on original designs from The North Face in the 70’s. Also included in the offer there are quilted jacket, nylon shirts and skirts and windbreakers; refined silk-twill bowling sets, skirts and chemise dresses; T-shirts, sweatshirts and a fleece jacket with the matching. Some pieces come in bright colours and feature several floral prints created in partnership with The North Face especially for the collaboration, some of which have a new The North Face x Gucci logo incorporated into their designs. This combined logo, that features The North Face three curved lines and the famous green-red-green Gucci Web stripe, is also featured on a dedicated label.

For luggage, there are eight new graphic patterns, designed in collaboration with The North Face. All feature bright colours and a variety of either Gucci House motifs or different versions of the new The North Face logo x Gucci print. Two new backpacks and two new belt bags are dressed up in these exclusive prints. A dome-shaped medium backpack (available in five different prints) has contrast leather patches, rope zip pullers and web straps, while a larger size (available in six different prints) recalls hiking backpacks with its multiple pockets and top flap with snaps, and also features the same detailing as its smaller cousin. A small belt bag comes in seven different prints, and a maxi size one with three front flap pockets is offered in two different prints.

The shoe is a gender-neutral hiking boot with a chunky and sturdy Goodyear-welted sole. The boot comes in three colors of leather (brown, black and cream), features eyelets and rope-like striped laces, as well as The North Face x Gucci logo prominently displayed on the side.

About Gucci

Founded in Florence in 1921, Gucci – under the Creative Direction of Alessandro Michele – is one of the world’s leading luxury fashion brands, with a renowned reputation for creativity, innovation and Italian craftsmanship. Gucci is part of the global luxury group Kering, which manages the development of a series of renowned Maisons in fashion, leather goods, jewelry and watches. For further information about Gucci visit

About The North Face®

The North Face, a division of VF Outdoor, LLC, was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Today we are the world’s leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. We protect our outdoor playgrounds and minimize our impact on the planet through programs that encourage sustainability. The North Face products are available at premium and specialty retail sporting goods stores globally and is headquartered in Denver, Colorado. For more information, please visit

Yasmin Sewell brings RECHARGEX7 to Selfridges

Recharge by Yasmin Sewell explores fashion through regeneration, circularity, creativity and consciousness.

For the first release, RECHARGEX7, Yasmin has mentored seven up-and-coming University of Westminster fashion students by inviting them to give new life to iconic designer pieces from her wardrobe. The brief? Update the pieces, whether it be a Celine coat or a Comme des Garcons blouse, by dicing, splicing and reconfiguring, or by changing surface texture.

This project invites us to acknowledge the unworn clothing in our closets and get it back into circulation. By extending the life-cycle of luxury fashion, we can look at our previously loved and worn clothes as items with infinite potential – fashion recharged.

The collaboration stems from Yasmin and the students interest in using energy healing techniques rarely associated with fashion, such as mantras, crystals, moon cycles and breath. The resulting works set out a bold new path for recharging the energy of vintage pieces and feeding them back into the fashion system.

Collaborating with Selfridges to exhibit and retail the finished works is a natural fit based on the store’s commitment to addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets.

The students featured in RECHARGEX7 are:  WESLEY STUART HARTWEL, Catherine Hudson, SANKIM, Guangyu Li, Georgia Wilson, ZOLI, YUNN.

RECHARGEX7 launches on and at Selfridges Oxford Street from 11th December. All sales from the pieces will go directly to the design students involved.

 “This project is about sustainability and creativity yes, but ultimately it’s about energy. My love for newness was not because I wanted to keep buying or acquiring more stuff but because unworn, stagnant things in your wardrobe bring about just that, stagnant energy.” says Yasmin Sewell.

 “Through Rechargex7, Yasmin has combined a unique and engaging approach to circularity with her love for nurturing talent. It was a concept we couldn’t resist as we continue to experiment with new models that have the potential to change the way we shop.” says Jeannie Lee, Selfridges Head of Womenswear.

“It has been a privilege to work on this collaboration with Yasmin. She brings all her expertise and industry knowledge, but from an educational point of view, it has provided a vital learning opportunity for students to work with this innovative framework.” Says Liliana Sanguino, University of Westminster.

Notes to Editors:

YASMIN SEWELL is a world-renowned retail and brand consultant, fashion visionary and wellness advocate. Lebanese Australian-born and London-based, Yasmin has advised brands such as Chloé, Condé Nast International, Mulberry and Shinsegae, South Korea on their creative and retail strategies. She has occupied senior positions in the industry for the past decade, including Buying Director for London fashion institution Browns, Chief Creative Consultant for Liberty department store, and most recently served as Vice President of Style and Creative for global e-commerce platform Farfetch.

As a meditator for over 20 years, Yasmin has staged sold-out retreats in London, collaborating with Vedic meditation expert Gary Gorrow and the Hemsley sisters. She has studied IQM (integrative quantum medicine), and trained as a Reiki master, psychic and medium. Yasmin has also advocated spiritual well-being through think pieces for publications like Elle and Vogue.

The Face x Fragment Design

“Youth culture is a pretty hot topic for Hiroshi Fujiwara, that’s why the designer agreed to our exclusive The Face x Fragment Design collaboration.

A streetwear capsule inspired by the British music and fashion magazine (and Japanese street style, too, of course), it features this cotton-jersey drawstring hoody – which is branded with a graphic print at the chest. Ready to awaken generations of youth culture, it’s stamped with a graphic at the back, to boot.”

Byredo Makeup Launches At Selfridges

The much-anticipated launch of Byredo Makeup is here.

“Ultimately, beauty is subjective — Byredo Makeup had to reflect that.”
Ben Gorham, Founder & Creative Director, Byredo

The first Byredo Makeup collection features five core products in which the gender and identity boundaries are dissolved. Taking a cue from his work in fashion, the design of the unique and totemic objects by Ben Gorham
presents products that are obscure objects of desire, to be possessed as well as worn. As in Byredo scents where emotions and memories are translated into fragrances, this time, colour becomes the expression.

“I wanted to create a sense of freedom in the way we approach using makeup but also in the way we communicate the products. Byredo can be anything — that is what we are trying to establish.”
— Isamaya Ffrench, Makeup Artist & collaborator

Colour is an emotion, rather than a strategic choice for Byredo Makeup and the ultimate expression of this comes in the form of the universal product: The Colour Stick–Bâton de couleur. The Colour Stick is a vehicle for
self-expression. Easy to apply and intended to be used all over the face. Housed in a silver metal, the slim stick with a curved bullet tip is designed to be used easily, quickly and instinctively while eschewing ultra-perfection,
the colour is blendable with fingers or brushes. The Colour Stick comes in finishes aligned to corresponding shades, encompassing lightweight, dewy, matte and creamy textures.

Byredo’s particular style of naming its products is already familiar from the brands perfumes, where each name tells a story; this is Ben Gorham’s particular, personal endeavour. Here the stories continue and can be found principally related to the names of the Colour Sticks and Lipstick.

Byredo Lipstick, in its silver-gold metal casing and organic shape, is a perfect expression of form and function. The weight also plays on the quality of cosmetics past but brought up to date with a contemporary design. This precise slim-line stick is protected by a satisfying magnetic click. Colour rich with an exceptional formulation that is both comfortable and impeccable, Byredo lipstick has sumptuous levels of colour saturation, high comfort property, ultra-gliding and easeful application. An everyday extravagance, the lipstick is either sain or matte, dependent on the shade. A satin finish to reflect light and expand the colour, with a vegan formula. A matte finish to absorb light and intensify the colour. The essence of the everyday transformed is also echoed in the names of the initial fifteen shades.

“The approach to colour should not be overblown and the name should be instinctive — there is also a sense of reality in names like ‘Divorce’ and ‘Commuter’. Each name and colour have a story and comes from Isamaya and me.”
— Ben Gorham, Founder & Creative Director, Byredo

Notes to Editors:

About Ben Gorham, Founder & Creative Director, Byredo
A native Swede, born to an Indian mother and a Canadian father, Ben Gorham grew up in Toronto, New York and Stockholm. His original and very serious dream was to play Basketball professionally. As a young athlete he excelled at the game, playing for his high school in New York and then college in Canada before leaving to play professionally in Europe. Unable to obtain the correct paperwork to continue professionally, Gorham reluctantly gave up the game. He eventually found solace in the arts and enrolled in art school in Stockholm. Upon graduating, a chance meeting with a perfumer convinced him that he’d rather express his creativity through fragrances than paintings. With no formal training in the field, Gorham sought out the services of two world renowned perfumers explaining his olfactory desires and letting them create the compositions. As an outsider in the beauty industry, Gorham is somewhat of an anomaly and has been recognized for his personal style and connection to fashion and art in several international magazines.

About Byredo
Byredo was founded in 2006 in Stockholm. A true expression of a contemporary luxury brand with an ambition to
translate and elicit memories and emotions through, and into products. Byredo is reinventing the formulaic approach
to business, where creativity and instinct are the overriding forces for the brands decisions. Manifested through a
variety of objects, using the highest quality materials available and intelligent design details, the Byredo universe,
that started with a fragrance, has since evolved into a full range of beauty, home, leather goods and accessories
sold in more than 40 countries in the world’s leading retail points. Byredo’s intention is to be timeless yet relevant,
meaningful and inspired.