Heritage
A house, in its own words
Founder Etienne de Swardt, originally from South Africa, relocated to Paris and channeled his anti-establishment instincts into creating a perfume house unlike any other. He established the brand in 2006, naming it after the historical Free State of Orange—a reference to independence and self-determination. The motto 'Le parfum est mort' (Perfume is dead) became a declaration of intent. De Swardt wanted to prove that modern perfumery needed disruption. The house quickly distinguished itself through deliberately provocative fragrances that sparked conversation and controversy in equal measure.
At its core, the brand operates on a simple premise: fragrance should disrupt expectations. Rather than adhering to industry conventions, they pursue unusual combinations and controversial subjects. The house names fragrances after sensitive cultural references—from Tom of Finland to Sex Pistols—forcing wearers to engage with something beyond conventional fragrance. This commitment to provocation extends beyond scent itself: each launch functions as a statement, a conversation starter, a challenge to what perfume can represent. De Swardt once described the house as liberated, free to create and free to love on its own terms.