retaW

retaW—an inversion of the word water—formulates simple, sophisticated fragrances for the everyday. Founded in 2009 by Harajuku designer and musician Hiroshi Fujiwara, the brand introduces perfumery to the world of streetwear. Fujiwara, a Japanese streetwear icon, elevates the quotidian by striking a balance between style and function in his eclectic collection of fragrances. retaW’s signature scents—Allen, Evelyn, and Natural Mystic—each contain a careful blend of spicy, sour, and bitter notes. Fragrances come in a variety of keenly innovative forms, including perfumes, shampoos, car tags, fabric sprays, and diffusers. With unassuming yet playful designs, retaW offers a selection of scents that are both elegant and casual.