In the constant rush for “newness” we often forget about companies that are confidently, and successfully, continuing to walk that niche road. These brands become whispered favourites rather than trumpeted crowd-pleasers, and often find themselves relying on loyal fan bases. These fantastic companies start to disappear from the magazine editorials in favour of the “new young thing.” This is the case with Memoize London, a fragrance brand that deserves much more exposure. Now in their fourth year, it’s time to revisit this memory based collection and rediscover one of their original fragrances, the wonderfully exciting Gula.
