Heritage
A house, in its own words
Before entering perfumery, Michael Storer built a career in fashion, designing ready‑to‑wear collections for European retailers. After a decade of fabric and runway work, he turned his attention to scent, believing that fragrance could complete a personal style narrative. In early 2005 he announced a six‑fragrance launch, a move documented in an interview with a perfume‑focused blog that noted he acted as both creator and nose for the line. The same source listed the titles Monk, Djin, Il Giardino, Stephanie, Yvette and Genviève, confirming the simultaneous release. Fragrantica’s database records seven perfumes released that year, adding Kadota to the original six, which suggests the brand expanded its offering within the same launch window. The brand’s early distribution relied on boutique partners in London and Paris, allowing the scents to reach a discerning clientele without mass‑market exposure. By 2009 the collection earned a mention in the third edition of "Fragrances of the World," the reference guide edited by Michael Edwards, which listed the line under independent British houses. A profile on the Muse in Wooden Shoes website later highlighted Storer’s philosophy of “fashion‑forward fragrance,” noting his belief that a scent should echo the clean lines of his clothing designs. Over the next decade the brand maintained a low‑key presence, releasing occasional limited editions such as Winter Star in 2012, a scent inspired by the crisp air of the English countryside. The 2020 anniversary edition of Monk, presented in a subtly frosted bottle, marked ten years of the brand’s continued commitment to simplicity and craftsmanship. Throughout its history Michael Storer has avoided large‑scale advertising, preferring word‑of‑mouth and curated pop‑up events to introduce new releases.
Storer’s creative vision treats fragrance as an extension of personal style rather than a standalone luxury object. He describes his approach as "design‑first," meaning that each scent begins with a visual or tactile idea drawn from his fashion background. The brand values restraint; it avoids layered accords in favor of clear, singular statements that can be layered by the wearer if desired. Sustainability informs ingredient choices, with the designer favoring natural extracts that can be sourced responsibly. He has spoken about the importance of transparency, offering consumers brief scent cards that explain the primary note, its origin, and the intended mood. The brand also embraces modesty in distribution, limiting production runs to preserve exclusivity without resorting to artificial scarcity. Storer believes that a perfume should age gracefully on the skin, so he favors ingredients that develop over time rather than relying on synthetic fixatives. This philosophy aligns with his broader design ethos: clean lines, functional elegance, and a quiet confidence that lets the wearer’s personality shine.