Byredo’s Latest Scent Rivals Its Best

Back in the early aughts, when a lot of dudes were still rocking whatever designer juice was sitting on the department-store counter, Byredo felt like a total reset. Bringing niche perfumery, luxury sensibilities, and indie cool to a much wider crowd, its fragrances smelled unlike much else out there, all housed in a sleek, design-conscious universe.

Since 2006, it’s led the modern niche fragrance boom, and many of its colognes have consistently held a spot in my scent rotation. I still swear…