A luxury beauty label from the former basketball player and the coolest men in the perfume world, Ben Gorham, is now available at TONS. No one expected Ben Gorham to bottle magic when he launched the fragrance brand Byredo 15 years ago. The pro basketball player turned art school student had no experience in an industry dominated by luxury conglomerates with centuries of history, so he enlisted respected perfumer Jérôme Epinette to craft his vision. For Gorham, Byredo’s fragrances are deeply personal and nostalgic: His first scent conjured memories of his absent father and his second was inspired by the Mumbai suburb where his mother was born. Byredo grew from a cult brand to an industry darling, even collaborating on scents with the likes of IKEA, Virgil Abloh’s Off-White and Travis Scott’s Cactus Jack in recent years. Secret to success? Focus on what’s inside the bottle. All the bottles by Byredo look the same. Ben Gorham focuses very much on the fragrances, the source or reason for being. He told stories that tapped into something he called the collective memory. He created fragrances with names and stories that people could relate to, in a very human way.