Aeir: the backstory
Aeir co-founders Enrico Pietra and Rodrigo Caula met finding out at École Cantonale d’Art de Lausanne (ECAL), the hard-to-get-into ‘college of luxurious’ in Switzerland. While there, they labored straight with masters in numerous maisons gaining perception into generations-old crafts, or ‘codes of luxurious’, says Caula, from the saddle makers at Hermès to the champagne producers at Ruinart, and Murano glass specialists in Italy.
After graduating, Canada-born Caula joined Tesla working its Sustainability & Biomaterials Strategy and later joined Yeezy as director of Innovation & Sustainability. Italy-born Pietra stayed on in Lausanne, becoming a member of the University college and collaborating with manufacturers together with Chopard and Hermès.
Aeir co-founders Enrico Pietra and Rodrigo Caula. Image credit score: courtesy of Aeir
When the pandemic hit in 2020 Pietra and Caula have been, like many individuals, compelled to take some introspective outing. We thought, ‘What will we need to spend the remainder of our lives doing?’ says Caula. They started growing their very own first product, Aeir. ‘It was by no means solely about fragrance, it was about discovering one thing that made us really feel good,’ he says.
Zero extraction fragrance: what and why
For the pair, feeling good meant making a gender-inclusive fragrance with the lowest carbon footprint doable. To do it, they used ethanol that sequesters CO2 (a brand-new revolutionary course of), totally recyclable packaging and went completely plastic-free as an organization, only for starters.
Unlike conventional fragrances, which depend on naturally occurring substances to supply a scent, Aeir is completely lab-made, thus ‘defending the atmosphere from high-intensity agriculture and extraction processing’, they are saying.
‘I feel the finest analogy can be Palo Santo. To get Palo Santo, you’ve bought to cut down and extract wooden from a completely matured tree that’s maybe 70 years outdated,’ explains Pietra. ‘Only at this age is the tree mature sufficient to supply the oils that give it its scent profile. We wished to see if by using biology and biotechnology we might obtain the identical scent profile with out having to really lower down a tree.’
Olfactory recollections for the future
They employed a biochemist with entry to a library of notes to supervise the formulations to which ethanol is combined (somewhat than heavy water as in ‘Eau de’ parfums, as that is heavy to ship). Their transient to the perfumer? ‘Imagine touchdown on Mars and being certainly one of 120 folks chosen to construct a brand new civilisation,’ says Caula.
The fragrances and a refillable aluminium case. Image credit score: courtesy of Aeir
‘Your first reminiscence can be of residence,’ he provides, of a thought that occurred to him whereas he was sitting in the captain’s seat of a stationary SpaceX spaceship whereas working at Tesla. ‘An ocean, the desert, the breeze, your sheet recent sheets.’ These very private, deep-rooted recollections impressed the 4 scents of Wet Stone (a mineral scent, smokey talc and violet); Grand Rose (floral with cotton and pink pepper); Suede (leather-based, bergamot, and velvet plum) and Virgin Olive (oak, terracotta and candy hashish).
Avoiding any inks, dyes and adhesive, the all-white packaging (developed in Italy, produced in the US) is embossed with info. Using solely the pure, undiluted scent means the containers might be stored smaller and transport prices low. The refillable aluminum case is (in its small Aeir Mini and bigger however nonetheless travel-friendly measurement) anodised for longer-lasting use.
The aluminium case. Image credit score: courtesy of Aeir
The ‘extra silver than silver’ coating is achieved through a course of – initially developed by Nasa to guard components in outer area – often called PVD, or picture vapour deposition, of capturing metallic right into a vacuum that then molecularly bonds to the floor. Not solely does it create an ultra-sleek aesthetic, however this zero-waste course of additionally eliminates the threat of microplastics.
NFC or close to discipline communication technology, embedded in stunning heavyweight paper, triggers a tab on my cellphone to pop up, which can navigate customers to Aeir.com, the place they’ll ‘unlock’ product, obtain Aeir Mail or replace their annual subscription or singular buy in Aeir Wallet. ‘It’s actually designed for the new sort of client,’ says Peitra.
Aeir of the future
‘In the future, we hope to create an eco-system of merchandise that also share the identical ethos, shifting in direction of zero extraction in as many classes as doable, recycled supplies, bio-engineered supplies, bio-fabricated supplies, even clothes, to have the ability to engineer fibres,’ shares Caula.
Pietra provides, ‘For us, it’s essential to consider inspiring a contented future, for issues to be optimistic. There is not any dystopian future. We have the accountability as designers to guard and to design. To design is to unravel issues, to not create extra issues.’ §