AVESTAN Launches in New York with Exclusive Fragrance Experience

AVESTAN, a fragrance brand founded by the late Brandon Truaxe, co-founder of Deciem, has expanded its presence with a second location in New York City!

Known for its deliberate lack of advertising and online sales, AVESTAN takes an unconventional approach to the fragrance industry. For years, it has been operating a single store in London’s Soho, all while offering only one fragrance. In November, the brand opened a boutique in Nolita, a neighborhood already popular for its perfume shops, where it launched its latest fragrance, Svalbard.

Svalbard is inspired by the Svalbard Global Seed Vault in Norway, a facility designed to preserve a variety of seeds from around the world for future generations. The fragrance is said to draw on the inspiration of the Arctic environment, alongside subtle hints of seeds and concrete. AVESTAN has kept the specific notes and ingredients of Svalbard a closely guarded secret. This gives those who visit the store in-person a more intimate and personal experience with the scent.

The New York store reflects the same minimalistic design and ethos as its London counterpart, with Svalbard being the only fragrance available. Customers are not permitted to photograph or film within the store. The brand seems to truly desire the ability to offer an immersive and undistracted experience. Their approach emphasizes the brand’s exclusivity and commitment to delivering a refined, singular fragrance experience that is only available in-store.

Truaxe’s philosophy continues to guide AVESTAN. Before his death in 2019, he had developed several unreleased fragrances that were intended to be part of the brand. Following his passing, Deciem completed the work he had started and launched the brand's two locations as a tribute to him. AVESTAN’s unique offerings are a reflection of Truaxe’s vision. He sought to create fragrances that immediately remind wearers of meaningful connections and memories, far removed from the typical floral or fruity scents commonly found in the fragrance industry.

With this simple move, AVESTAN has carved out a niche for itself. It’s admirable to witness how AVESTAN has remained true to its founder’s principles. At the same time, the company has found a way to provide a more contemplative approach to fragrance.