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Oh my goodness. This is so special. I know that the team at Deciem have been soul-searching for months to try to find an appropriate and meaningful way to honour their late founder, Brandon Truaxe’s memory. I think they have found it. Avestan was Brandon’s personal project and what he called ‘his soul’.
Brandon had big plans for Avestan. I find it heartbreaking that he never had the opportunity to share it all with the world. If you don’t know much about Brandon, you might like to read my tribute to him, which I wrote after he sadly passed away almost a year ago. I still think about him a crazy amount.
What is Avestan?
The idea behind Avestan was set to turn absolutely everything we believe about why we like certain scents on its head. Brandon explained that for a long time we have been told that the reason we like certain smells is linked to experience and memory.
He created Avestan to be the opposite of this. The collection was based on the idea of aromas that “did not connect [him] to a distant memory and instead created an elucidation of something unfamiliar.
Just like Brandon, it’s absolutely intriguing. He said, “It is a departure from lavender and rose to an unfulfilled journey of unfamiliar notes: clays, stems, saps, places and moments. Avestan is an avant-garde play on nature – one that disallows the mind to identify but creates instead a welcomed occasion to explore.”
“It began in the presence of things decidedly unworthy of much admiration in the world of aromas: coated clay vats filled with argan oil, earthy walls of a typical village abode and the mud that had formed on my bare feet having crossed the river that bordered the township of Asni in the Moroccan Atlas Mountains.”
When Brandon passed away, it looked like this vision would never be a reality. This has always heightened my sense of what a true tragedy his death is. But Deciem have announced something super special on instagram.
Avestan Store London
On 18th December at 73 Beak St, London, Deciem will open the doors of Brandon’s Avestan store. It will be home to a single Avestan Eau de Parfum which you will be able to buy to remember Brandon, and honour his memory. The store itself is as Brandon left it which will be quite the tearjerker I think. I am excited and nervous to visit.
It will be £38 for 50ml, priced according to Brandon’s and the Deciem team’s committment to fair pricing. It will only available in this one store. You can check out Avestan by Brandon HERE. The website is beautiful.
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