Heritage
A house, in its own words
The brand emerged in 2010 with the launch of 24 Gold, establishing its signature numbered naming convention from the outset. The first decade of releases demonstrates a consistent creative output, with new compositions appearing regularly through 2019. The Elixir sub-line appeared beginning in 2015, introducing concentrated interpretations alongside the standard Eau de Parfum formats. Seasonal and thematic variations such as 24 Live Another Day and 24 Live Another Night arrived in 2014, expanding the collection beyond single flagship releases. The house has maintained a focused approach, releasing a curated selection of fragrances rather than an extensive catalog. This measured pace suggests a deliberate strategy prioritizing composition quality over volume. The creative approach centers on a single-perfumer model, with Jórdi Fernandez maintaining exclusive authorship across the entire collection. This structure ensures a unified creative vision governing fragrance development from initial concept through final formulation. The numbered naming system reportedly reflects a desire to present fragrances as distinct compositions within an interconnected body of work. Rather than positioning each release as a complete reinvention, the brand frames its offerings as chapters within an ongoing olfactory exploration. The diversity of fragrance families represented in the collection indicates a willingness to explore varied territories while maintaining a cohesive overall identity. Fernandez reportedly approaches each new composition as an extension of the brand's established aesthetic, building upon previous work while introducing fresh elements.