Fragrance house

flâner

Flâner launched in December 2022 in Collingwood, Melbourne, founded by Andrew Hardeman and Mary Fox. The Australian fragrance brand describes its practice as “urban perfumery,” translating fleeting moments, textures and atmospheres of city life into scent. Its name refers to wandering through a city without a goal or destination, alongside a philosophy of slowing down and noticing overlooked details. The brand’s public identity centers on restraint, everyday wear, physical discovery, and fragrances inspired by real urban observations rather than imagined escapes. By January 2024, the founders had developed the launch into an initial five-perfume range while retaining the city-focused concept. Manhattan Cherry, listed among flâner’s Signature Fragrances, interprets a Manhattan cocktail in a dimly lit speakeasy. Sonic Silver, also listed as a Signature Fragrance, is described as a love letter to Melbourne, drawing on the gritty, metallic character of tram tracks. As of September 2025, Hardeman and Fox said they intended to remain independent and keep control of the brand’s decisions.