AVESTAN, the fragrance brand founded by the late Brandon Truaxe, co-founder of Deciem, has made its debut in New York City with an exciting new boutique in Nolita. Known for its unique and unconventional approach to the fragrance industry, AVESTAN has long avoided traditional advertising and online sales, instead focusing on delivering a personal and intimate experience for its customers. The brand has now expanded with a second location, bringing its exclusive offerings to the Big Apple.
AVESTAN Debuts in New York with an Exclusive Fragrance Experience, following the success of its original London store in Soho. The brand, which initially launched with a singular fragrance, has remained true to Truaxe’s minimalist philosophy. At its new Nolita location, AVESTAN introduced Svalbard, its latest scent inspired by the Svalbard Global Seed Vault in Norway—a facility that aims to preserve the world’s most vital seeds for future generations. The fragrance is a homage to the Arctic’s stark, serene environment, with subtle hints of seeds and concrete, though the exact notes remain a closely guarded secret. The result is a fragrance that is both mysterious and deeply personal, offering an experience that cannot be fully captured online or through photography.
As part of AVESTAN Debuts in New York with an Exclusive Fragrance Experience, the Nolita boutique mirrors the London store’s minimalistic design, and its atmosphere is one of complete immersion. Svalbard is the only fragrance available at this location, and the brand emphasizes the experience over external distractions—customers are not allowed to photograph or film inside the store. This commitment to an undistracted, sensory experience further reinforces AVESTAN’s dedication to offering a truly exclusive and refined way to experience fragrance. The store’s design and customer interaction reflect the brand’s ethos, focusing on an intimate, unhurried experience that allows customers to connect with the fragrance on a deeper level.
Truaxe’s vision continues to influence AVESTAN even after his passing in 2019. The fragrances he had developed prior to his death are being honored through the brand’s limited, in-store offerings. His unique philosophy about scent and memory lives on, with AVESTAN’s fragrances designed to evoke powerful personal connections rather than the conventional floral or fruity notes typical in the industry. The opening of AVESTAN Debuts in New York with an Exclusive Fragrance Experience celebrates his legacy, allowing a new audience to experience his bold, thoughtful approach to fragrance.
AVESTAN’s expansion into New York is a testament to the brand’s commitment to maintaining its exclusivity and focus on delivering a truly curated, one-of-a-kind fragrance experience. By staying true to Truaxe’s principles, AVESTAN continues to offer a contemplative and deeply personal approach to the world of perfume.
