Byredo Unnamed: Ben Gorham relaunches mystery fragrance

When Ben Gorham established his own fragrance house in 2006, the former professional basketball player and art school graduate chose a portmanteau of 'by redolent' – Old English for 'aromatic' – as his business' triple-syllable name.

Suffice to say, Gorham has a penchant for names or esoteric origin and inspiration: Byredo has launched poetically named scents including Rose of No Man's Land, Velvet Haze and the carrot, rose and sandalwood eau de parfum Seven Veils.

To celebrate Byredo's 10-year anniversary in 2016, Gorham debuted a fragrance that turned the concept on its head. Issued with an all-white and most importantly completely blank label, Byredo's Unnamed is just that – without a title. The scent arrives with an alphabet of printed letters that can be glued to the bottle and label at will.

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"We created an unnamed fragrance that allows our customers to choose a name meaningful to them", says Gorham. Unnamed's fresh and slightly spicy olfactory formulation too is shrouded in mystery, asking for accords to be discovered first-hand. This year, Byredo's Unnnamed makes a limited edition return to shelves, following popular demand.