What Happens When Your Signature Scent Goes Mainstream?

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What Happens When Your Signature Scent Goes Mainstream?
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Maybe one day we’ll be able to breathe in Santal 33’s medley of leather and iris and sandalwood without thinking of it as “the only perfume cool kids wear with their Supreme hoodies.”

The first time I smelled Byredo’s Gypsy Water, it was on a supermodel friend. The minimalist Scandinavian fragrance brand wasn’t yet sold in the States—this was 2007—and she had picked up a few bottles of the perfume in Paris, one of which she generously gifted me after the umpteenth time I’d begged to borrow hers. I felt so special wearing Gypsy Water; I loved the way it made me smell, like a bergamot-and-vanilla incense stick, and every spritz was like a secret my friend and I shared.

, he intones in the clip, which, as I write this, has racked up more than 120,000 views on his Instagram feed, and generated seemingly countless hot takes from the Twitter commentariat. The song is funny because it’s true; if you are part of a certain haute bohemian demographic, you know exactly what Mur is talking about.

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