Project Renegades is definitely a brand that packs a punch. I mean, let’s talk about the avatar in the room here and just acknowledge the fact that the bottles are presented with detachable magnets fashioned into caricatures of three iconic perfumers. The visual impact is cacophonous and bold, with shiny kaleidoscope-printed boxes, bullet holes and of course, those detachable magnetic caricatures of the perfumers… All of this comes right out to say that this brand and its perfumers are gonna do whatever the heck they like. In an industry that often relies on the same old formulaic way of making and launching perfume, we can only give Project Renegades kudos for bucking the trend.

With Project Renegades, three of the industry’s most iconic cult perfumers have teamed up to create a trio of olfactory cowboys who are going to swagger into town to teach them there locals about how perfume should be done proper, you hear. They are Mark Buxton, the man behind so many of Comme des Garçons’ cult fragrances, Bertrand Duchaufour, the world’s most prolific and varied perfumer, and Geza Schoen, the nose responsible for Escentric Molecules (I like to call him ‘Molecule Man’). The idea is to do something exciting with perfume and allow the perfumers to just make whatever the heck they want to without the constraints of marketing briefs, focus groups or trends. The results are unexpected.