Heritage
A house, in its own words
Luca Uermi, a former fashion designer from Milan, launched UERMI in 2010 after years of experimenting with scent in his studio. He chose Courmayeur‑Mont‑Blanc for the first boutique because the resort’s blend of alpine elegance and international clientele matched his vision of a perfume house that could serve a global, yet discerning, audience. The shop opened in a historic building on Via Roma, where the interior combined natural stone, warm wood, and a simple glass display that highlighted the bottles as works of art. Early on, Uermi rejected the typical celebrity‑driven launch model; instead, he invited a small circle of collectors to experience the first fragrance, WE ± Tweed, in 2014. The collection’s naming system – a plus or minus sign flanking a word – was meant to signal a scent’s polarity, inviting wearers to explore both sides of a mood. Over the next decade, UERMI released a steady stream of releases: OR ± Damask (2018) explored rich oriental accords, while OR ± Kanabo (2017) paid homage to Japanese incense traditions. In 2019, My Tuxedo arrived, a crisp, formal scent that quickly became a staple for the brand’s “wardrobe” concept. The 2020 launch of En Lace introduced a soft, powdery texture that contrasted with the rugged OH Denim Extreme released the same year, demonstrating the brand’s willingness to juxtapose disparate inspirations. By 2023, UERMI celebrated its tenth anniversary with the launch of 70's Mood, a nostalgic composition that references the era of classic rock and vintage fashion. Throughout its growth, the brand has remained independent, retaining production in small batches at a laboratory in Bologna and maintaining a close relationship with its original Courmayeur boutique, which continues to serve as a testing ground for new ideas. UERMI’s creative vision revolves around the idea that fragrance should be as adaptable as clothing. The brand describes each scent as a piece of an “olfactive wardrobe,” encouraging wearers to select a perfume that matches their emotional state, the weather, or the outfit of the day. This philosophy stems from Luca Uermi’s background in fashion, where the interplay of texture, color, and silhouette informs personal expression. UERMI values authenticity over hype; it avoids mass‑market trends and instead focuses on crafting scents that feel honest and personal. The plus/minus naming convention reflects a belief in duality – every fragrance contains a bright side and a shadow side, and the wearer can emphasize either aspect. Sustainability is also part of the brand’s ethos: ingredients are sourced with attention to ecological impact, and packaging is designed for reuse or recycling. UERMI positions itself as a quiet curator of moments, offering a library of scents that can be mixed, layered, or worn alone, allowing each individual to author their own aromatic narrative.
