The Heritage
The Story of Serviette
Serviette is a New York‑based fragrance house that translates the ritual of the dining table into scent. Founded in 2024 by Canadian perfumer Trey Taylor, the brand releases limited‑run, handcrafted perfumes that arrive with an embroidered napkin, inviting wearers to treat fragrance as a shared, tactile experience. Its early catalogue includes Frisson D’Hiver, Byronic Hero, Ruche and Sour Diesel, each positioned as a rare, personal statement.
Heritage
Trey Taylor grew up in Canada before moving to London to study at Central Saint Martins, where he earned a degree in fashion and visual culture. After a stint as an editor at Dazed, he turned his analytical eye toward scent, launching Serviette in 2024 from a modest studio in Manhattan. The brand’s name references a napkin, a nod to the Victorian practice of scenting fabric to mask street odors. In its first year, Serviette introduced Frisson D’Hiver and Byronic Hero, two fragrances that quickly attracted attention from niche‑perfume collectors. 2025 saw the release of Ruche and Sour Diesel, expanding the house’s palette beyond traditional floral and woody notes. The following year, Serviette unveiled Priscus, a scent inspired by literary salons, and celebrated the launch with a Fashion Fiction event that paired fragrance with readings from classic novels. Throughout its first three years, the house has remained independent, producing each batch in small quantities and maintaining a direct‑to‑consumer model that emphasizes personal connection over mass distribution. The brand’s story has been covered by independent outlets such as Fragrantica, HALOSCOPE and The Dry Down Diaries, which highlight Taylor’s cultural‑critic background and his commitment to exploring the social dimensions of taste.
Craftsmanship
Every Serviette bottle is assembled by hand in a small New York workshop. The perfume oil is blended in glass vessels using a mix of natural absolutes, high‑grade synthetics and rare botanical extracts sourced from France, Italy and the United States. Taylor works closely with ingredient suppliers to verify provenance, and he personally approves each batch before it leaves the studio. After the liquid is decanted, artisans seal the bottle, affix a minimalist label and place the piece inside a custom‑cut box. The final touch is an embroidered napkin, stitched by a local textile studio that uses cotton sourced from organic farms. The napkin bears the Serviette logo in a single, understated thread, reinforcing the brand’s minimal aesthetic. Production runs remain limited, typically ranging from 150 to 300 units per fragrance, which allows the team to monitor quality at each step. The house does not employ large‑scale automation; instead it relies on skilled hands to maintain consistency across batches. This hands‑on method reflects the brand’s belief that scent, like a well‑set table, benefits from careful, tactile preparation.
Design Language
Serviette’s visual language mirrors the elegance of a well‑set table. The logo appears in a simple serif typeface that evokes classic menus, while the bottle design favors clear glass with a thin, brushed‑metal cap that resembles a silverware handle. The packaging adopts a muted palette of ivory, charcoal and deep navy, allowing the perfume’s color to become the focal point. Each embroidered napkin features a subtle monogram stitched in a single thread, reinforcing the brand’s commitment to restraint and detail. Marketing images often show the bottle alongside crisp linen, polished silverware and soft candlelight, creating a tableau that suggests a quiet, intimate gathering. Social media posts maintain this aesthetic, using clean compositions and natural lighting to highlight the tactile qualities of the napkin and the fluidity of the perfume. The overall look positions Serviette as a bridge between contemporary minimalism and historic table‑setting rituals.
Philosophy
Serviette treats fragrance as a social artifact rather than a solitary adornment. Taylor describes the line as an investigation of how "good taste" operates both personally and collectively, a theme that recurs in every launch. The brand draws inspiration from the Victorian era, when scented cloths served as communal tools for managing odor in crowded streets. By pairing each perfume with an embroidered napkin, Serviette encourages users to pause, unfold the fabric and consider the scent as part of a shared ritual. The house avoids generic claims of innovation; instead it focuses on concrete questions: how does a scent change when it is experienced in a group setting, and how does the materiality of a napkin alter perception? This approach aligns with Taylor’s background as a cultural observer, allowing the brand to position fragrance within broader conversations about class, etiquette and the politics of consumption. Serviette’s statements on its website echo this perspective, emphasizing that scent can act as a bridge between private memory and public display.
Key Milestones
2024
Serviette launches in New York City, founded by Trey Taylor, a Canadian perfumer and former Dazed editor.
2024
First fragrances Frisson D’Hiver and Byronic Hero debut, establishing the brand’s handcrafted approach.
2025
Ruche and Sour Diesel release, expanding the line’s olfactory range and reinforcing limited‑run production.
2026
Priscus launches at a Fashion Fiction event that pairs scent with literary readings, highlighting the brand’s cultural focus.
At a Glance
Brand profile snapshot
Origin
United States
Founded
2024
Heritage
2
Years active
Collection
1
Fragrances released
Avg Rating
4.3
Community sentiment
Release Rhythm