Heritage
A house, in its own words
SuperTrash originated as a fashion label founded by Dutch designer Lilian Zakii in the Netherlands, building a reputation over the late 2000s and early 2010s for glamorous, accessible womenswear with a distinctly playful edge. The brand's expansion into fragrance was a natural extension of its identity, bringing the same bold, confident attitude that defined its clothing into scent form. Phenomenal, released in 2012, marked an early milestone in the fragrance line, offering a commercially oriented composition aimed at the same contemporary audience that followed SuperTrash apparel. Phramed followed in 2016, reinforcing the brand's presence in the personal fragrance category and signaling a continued commitment to building a small, focused scent wardrobe. Operating from the Netherlands, the label has remained closely tied to its Dutch fashion origins, with fragrance positioned as one component of a broader lifestyle identity rather than a standalone luxury perfumery venture. SuperTrash approaches fragrance as an extension of personal style rather than as an exercise in traditional perfumery. The brand's creative vision is rooted in the same philosophy that guided its clothing line: fashion should be fun, expressive, and unapologetically bold. Scents are conceived as accessible, wearable statements, designed to complement a confident, modern femininity without demanding the wearer's encyclopedic knowledge of fragrance notes. The brand favors approachability and personality over exclusivity, positioning each release as an everyday companion rather than a rarefied collector's item. This philosophy reflects a broader cultural shift in how fragrance is consumed, particularly among audiences who view scent as part of a curated personal aesthetic rather than as a marker of luxury status.