Fragrance house

S-Perfume

S-Perfume originated in 2000 in Brooklyn’s DUMBO neighborhood through Shaping Room LLC, founded by Japanese artist and surfboard shaper Nobi Shioya, also known as Sacre Nobi. The brand grew from Shioya’s Olfactory Art projects and scented sculptures, whose exhibition visitors requested the scents in bottled form. Its early creative identity connected Pacific surfing culture with the artificial and industrial smells of surfboards, wetsuits, resin, and wax, alongside an influence from classical French perfumery. Shioya shaped the creative process by selecting perfumers, responding to their ideas, and allowing them to develop the final solutions. In 2014, S-Perfume was recast with Intertrade Group through a redesigned direction and a six-fragrance collection. What We Do Is Secret launched in the United States in 2021 as a successor platform, and S-Perfume was discontinued in 2022 after its 22-year period.