The continuing pressure from above to categorise and define what makes each of us unique is something that shows no signs of letting up any time soon. It’s our individuality and personal drive that, when combined with others, can truly make an exciting and dynamic environment. Whether it’s gender, sexuality, religion or even music, holding on to your own identity is the only way to guarantee open discussion, and from that a closer understanding of how we can all live side by side. Perfume has always been a form of self-expression, and the latest release from Memoize is the perfect embodiment. It’s time to discover Alte.
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.
