My friends Caleb and Laura run Clue, an independent perfumery based in Chicago. They're childhood friends who started their company almost a year ago. The fragrances they offer are all distinct, unisex, and most importantly, smell good when you wear them. Notable influences include memories of foraging for mushrooms in their backyards, attending church with their families, and Fred Wolf's 1971 animation, The Point. I love how intentional each release is, with Laura dedicating several months to creating each scent while Caleb directs the look and feel, all before hand bottling it themselves. Their branding feels established and accessible, appealing to both high end fragrance fans and to those trying a fragrance for the first time.
Photo of my perfume zone featuring Clue's Morel Map.
