serviette
New York-based niche fragrance brand exploring cultural codes and personal taste through narrative-driven, subversive scents.
ORIGIN
United States
PRICE TIER
premium
SPECIALIZATION
UNISEX
Founded in 2024 in New York City by former fashion editor Trey Taylor, Serviette is a niche fragrance brand that explores the intersection of scent, cultural capital, and personal taste. The brand’s name—a nod to the mid-20th-century British linguistic divide between the upwardly mobile "serviette" and the upper-class "napkin"—reflects its mission to question traditional markers of sophistication and authenticity.
Featured Items
Priscus Eau de Parfum
$175.00
Byronic Hero Eau De Parfum
$175.00
Sour Diesel Eau de Parfum
$175.00
Byronic Hero Eau de Parfum
$175.00
Ruche Eau de Parfum
$175.00
Priscus Eau de Parfum
$175.00
Byronic Hero Eau De Parfum
$175.00
Learn More
Serviette, the fast-rising fragrance brand exploring class through scent
An in-depth interview with founder Trey Taylor discussing the launch of Serviette, his transition from fashion journalism to perfumery, and the brand's exploration of cultural capital.
Serviette: The Story Behind Trey Taylor’s Subversive New Line of Scents
A look into the creative direction of Serviette, highlighting how Trey Taylor uses subversive scent combinations and offbeat storytelling to challenge traditional fragrance marketing.
Passion Sells (w/ Trey Taylor)
A comprehensive interview detailing Trey Taylor's pivot from fashion media to beauty, exploring the challenges of launching a niche fragrance brand and formulating its visual identity.
Perfumer Trey Taylor on questioning what you consume
Founder Trey Taylor shares his self-taught journey into perfumery and the conceptual framework behind Serviette's narrative-driven approach to scent.