The Story
Why it exists.
The beginning
Folkwinds built its identity on one idea: the American landscape has enough raw material to tell its own stories. Cloud Illusions was born from that conviction. The name refers to something specific, the moment when hiking at altitude and the clouds are so close you could reach out and touch them. That sensation of landscape becoming intimate, almost tactile. Perfumer Jono Bornstein wanted to bottle that paradox: something vast and open translated into a single, portable thing you could wear on your skin. The 2022 launch was a limited production at 50% concentration, almost as if the fragrance itself was reluctant to come back down to earth.
The co-fermented Maine blueberry and Hubba-Bubba bubblegum absolute is the composition's most unusual move. Fermentation unlocks notes in fruit that extraction alone can't reach, something between fresh-picked and nostalgic, familiar yet strange. Vintage orris tincture and American orris butter add a powdery, violet-adjacent dimension that elevates rather than sweetens. Blue cypress and Oregon mint contribute a crisp, aromatic quality that anchors the whole thing in the North American landscape Folkwinds keeps returning to.
The evolution
The opening arrives cool and bright, cypress, mint, and blueberry creating something that smells like clear mountain air with a sweetness underneath. Not candy-sweet. Fruit-sweet. The mint cuts the blueberry's weight and keeps everything feeling crisp. Over the next two to three hours, the bubblegum absolute asserts itself in the heart. It sounds wrong on paper and it smells right on skin, playful and powdery, softened further by orris. The transition isn't dramatic; it's a slow, gentle hand-off. The drydown belongs to sandalwood, white ambergris, and musk. Clean, close, skin-like. The blueberry is long gone but the memory of it lingers in a soft sweetness at the edges. On fabric, the cypress and mint fade first while the powdery iris and creamy sandalwood can last another day or two.
Cultural impact
Cloud Illusions arrived during a period when American indie perfumery was gaining momentum, with houses like Folkwinds emphasizing regional botanicals and small-batch production. The use of Maine blueberry absolute and Oregon mint positioned the fragrance within a distinctly American naturalistic tradition, drawing on local agricultural resources rather than relying on traditional European perfume materials. At 50% concentration in a 50ml extrait format, it represented a departure from the typical EDT or EDP formats, signaling that the house prioritized longevity and intensity over spray-and-go convenience. The single-run limited edition approach also reflected a broader trend in niche perfumery toward exclusivity and collector appeal.
The House
FolkwindsFolkwinds is a North‑American fragrance house that emerged in 2022 with a clear focus on locally sourced aromatic materials. The brand translates regional botanicals, woods and resins into scent‑scapes that feel both grounded and adventurous. Each release carries a story tied to a place or a season, inviting the wearer to explore familiar landscapes through scent. Folkwinds balances natural composition with artistic packaging, positioning itself as a thoughtful alternative to mass‑market offerings.
The Creator
Jono BornsteinBornstein works with North American aromatics and employs unconventional techniques like fermentation alongside hand-made absolutes. He combines these natural approaches with classic-inspired artificial materials, notably nitro-musks.
