Founded in 2024 in New York City, Serviette began with a simple truth: our relationship with "good taste" is both deeply personal and inherently social—a dance between individual identity and cultural currency.
THE NAME
“Serviette” was originally labeled as “non-U” by an academic linguist, indicating its association with the upwardly mobile middle class, while “napkin” was considered “U,” linked to the upper class. In the distinction between "napkin" and "serviette" lies a world of social coding—a metaphor for the invisible rules of taste and status, chosen with both reverence and irony.
Canadian perfumer Trey Taylor graduated from Central Saint Martins and is now a New York City-based cultural zealot, having made a career telling stories for blue-chip brands and cataloging the next generation of actors and musicians as a former editor atThe Face, Interview, Fantastic Man, and Dazed. As both the perfumer and founder of Serviette, he is primarily self-taught, but has studied an under independent perfumer.
