IIUVO's understated barely-there packaging houses three unique fragrances for the modern home
BY AMY BRADFORD
Leo Gibbon and Tomi Ahmed are two young London boys who radiate urban cool. Both have backgrounds in luxury fashion (think Dover Street Market and Comme des Garçons) and they bonded over shared passions for cinema and hip hop. So they’re perhaps not an obvious duo to start a candle brand. But new label IIUVO, under which they’ve launched three perfumed candles, is as unusual as they are.
The brand name comes from the Latin word ‘iuvo’, meaning ‘to delight or gratify’, while the scents’ inspirations are quirky and personal. ‘Ajon’ is a floral bouquet inspired by Leo’s mother’s floristry business, but named after a Parisian florist with one letter missing from its shop front; ‘Emmie’ is an intensely green galbanum-and-moss blend inspired by Leo’s Irish grandmother’s garden; and ‘Woodgrain’ is so called not because of its woody notes, but because it recalls the wood-clad interior of a vintage Cadillac (it actually contains a mix of cardamom, nutmeg, patchouli and amber). The pair’s minimal packaging design is billed as an ‘uncomplicated’ choice ‘to let the product speak for itself’. We approve!