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What is the concept behind BULLSHIT?

TA: BULLSHIT is taking a paradoxical idea and subverting it to scent with the use of language as opposed to using subterfuge to narrate an idea,the irony is that BULLSHIT is whatever you want it to be ‘in the service of the mind”.

LG: Calling it what it is. It’s taking a somewhat radical stance in an industry that rarely challenges anything. Unfortunately we’re still subjected to tired narratives and archaic marketing ploys that inspired bullshit.

You collaborated with conceptual artist Stefan Brüggemann for the BULLSHIT scent. How important is collaboration for you and how did this one come about?

TA: Collaboration is important as it opens a more rounded dialogue as opposed to a tunnelled monologue, this one came about as we both resonate with each other's language.

How do you maintain an honest and authentic approach to your brand?

TA: Jay-Z - My 1st song

LG: For me it's to block out the noise and focus on expressing your purest self. The moment you start paying too much attention to the outside, you lose a certain purity in what it is you're trying to communicate or create. Authenticity comes from within and every concept we create is a true reflection of our own world.

 

What is next for IIUVO?

LG: More questions have to be asked. Further exploring ways in which scent can be translated. Continue to mine and develop the link between scent and music which is a key part of our DNA and creative process.

 


BULLSHIT eau de parfum 100 ml / 3.4 fl. oz.

top: sichuan pepper / grapefruit / tangerine
core: lavender / rose / lily of the valley
base: musk / tonka bean / vanilla / guaiac wood


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