Fugazzi is a Dutch fragrance house known for its unique and often provocative scents. Founder Bram Niessink was inspired by the word fugazi and its connotations of something not being what it seems. He chose a slightly altered spelling to add a layer of playfulness and irony to the brand’s identity, which also includes a range of perfumed laundry detergents! We caught up with Bram on his recent trip to Johannesburg.
YLA: The fragrance world can feel overly polished. What rules do you happily break?
Bram: When I develop perfume or marketing campaigns, I don’t look at anything else in the market. I always try to think outside the box. It’s all about what I want consumers to feel and offering something different from what’s already out there. We also don’t take things too seriously. We are different — edgier and playful.
YLA: How did your collab with Jun Lim of BornToStandOut come about?
Bram: I studied fashion after school, and it’s common in fashion to collaborate between brands. I thought, why not a fragrance collab? So, I got Jun’s number and said, “Hey, long story short, do you want to do a collab with me?” He said, “Yeah, why not?” And we launched Fugazzi x BornToStandOut. It’s great to be able to act on things very quickly.
YLA: You are the founder of Fugazzi, but you haven’t used your name?
Bram: I always like to be in the background. For me, it’s about the brand, not me as a person. However, it is super important to show people who is behind the brand so they understand why I create certain things. It comes back to that feeling aspect — the consumer saying, “Oh, yeah, he wants this because of that. There’s a story behind it.”
YLA: Do you create for yourself or for the person you imagine wearing it?
Bram: Mostly for myself because I need to feel, “Oh, yes, this is it.” But my second check is a test panel, mostly with friends and family. I have nothing in my collection that I don’t like.
YLA: How do you keep the brand fresh without losing its DNA?
Bram: I come up with the ideas to maintain the identity, and then the team helps to develop them. I always say, ‘Close your eyes and do what feels good,’ and I bring that approach to the brand story. People ask me, ‘Why did you do this crazy window? Why did you build a pool for an exhibition?’, and I tell them because it feels good. It’s different.
YLA: If you could hand one of your fragrances to any icon, who would it be?
Bram: My granddad — he’s the reason the brand exists. It all started in Egypt, collecting fragrance oils with him. He unfortunately passed away, but Parfum 1 was the first product launched after my trip to Egypt.
YLA: What is your olfactory signature?
Bram: A mix of different types of ambery notes. It’s in almost every perfume, even if we don’t mention it. It’s a very addictive note and gives longevity to the scent.
YLA: What’s next?
Bram: Orange Crush — which has a cool, long-lasting orange fragrance — has just launched. One of our bestsellers in the South African market is Vanilla Haze, and this month we launch the Extrait. It’s stronger — not in a sweet way, but in a more grown-up way. I think it will be our new global hit.
YLA: What is your go-to scent?
Bram: From my own brand, Parfum 1. And then, in terms of what put me on the next level globally, Angel Dust. That’s a signature that I developed from scratch.
