01 / Concept  ·  品牌故事 / The Story

但是,
气味不那么容易骗人。
Smell, though, is harder to fool.

UNDER × PERFUME  ·  拾未 Shíwèi

UNDER x PERFUME 拾未 品牌故事
UNDER × PERFUME · 拾未 Shíwèi序 / Preface

Before we begin

前言Preface

你有没有过这种体验?
跟老朋友聊天,聊到以前的事,两个人记得的版本完全不一样。
你说“那天明明下雨了”,他说“放屁,大太阳”。

Have you ever had this happen? You're with an old friend, talking about something from years back, and the two of you remember it completely differently. You say, "It was raining that day, I'm sure of it." They say, "No way, it was blazing sun."

大脑会篡改记忆。
它会美化一些事、淡忘一些事、也会把不愉快的悄悄修掉。
你以为你想起来的,是真的发生过的那件事。
但其实你想起来的,也许是被大脑“整理过的版本”。

Your brain edits your memories. It pretties some things up, lets others fade, and quietly deletes the parts that hurt. You think what you remember is what really happened. But what you remember might just be your brain's tidied-up version.

UNDER x PERFUME 拾未 品牌故事 —— 回到那个瞬间

你闻到那个味道,回到的不是“被整理过的版本”。
你回到的是那个瞬间本身——

Catch the right scent and you don't go back to the edited version. You go back to the moment itself.

当时的光线,
当时空气里的湿度,
当时你心里那种说不上来的感觉。

The light that day. The damp in the air. That feeling in your chest you could never quite name.

可能是某个笨拙的时刻,走错的路、搞砸的事,
可能是某次心动,和控制不住的泪水,
也可能是某一片刻塌了的天。

Maybe it was a clumsy moment, a wrong turn, something you messed up. Maybe it was a crush, and tears you couldn't hold back. Maybe it was the day the whole sky fell in.

现在回想起来,是否这些更容易令你会心一笑。
不是那些事本身可爱,是“那时候的自己”可爱。

Looking back now, those are often the ones that make you smile. It isn't that the things themselves were sweet. It's that the person you were back then was.

“原来当时是这样,不然我怎么变成今天的我。”"So that's how it was. No wonder I became who I am."

气味替你留住的,就是那个“还好当时是这样”的证据。

What a scent keeps for you is the proof that, thank goodness, it happened the way it did.

你曾经是这样的一个人,而你现在已经是另一个人了。
那个完美或不完美的过去,是你今天站在这里的全部理由。

You used to be one person. You're someone else now. That past, perfect or not, is the whole reason you're standing here today.

UNDER × PERFUME · 拾未 Shíwèi01 / Founders

From the founders

创始人的自白A note from the founders

拾未 最初的味道 —— 写着孩子名字的两瓶

最开始,
只是一对父母想记住两个孩子刚出生的样子。

It started with two parents who just wanted to remember what their two kids were like the day they were born.

研究了10个味道,
有了两个名字,
和一份怕忘了的心情。

Ten scents in, we had two names, and a quiet fear of forgetting.

后来气味告诉我们,能做的远不止这个——
还有那些记忆不怎么深刻的,
几年后想起来会只觉得可爱的瞬间。

Then scent showed us it could do more than that. There were also the smaller moments, the ones you barely notice at the time, that turn sweet a few years on when they come back to you.

气味,可以让我们随时回去看一眼。
看看自己是从哪里出发的,看看自己已经走了多远。
然后转身,继续往前走。

Scent lets us go back and look, anytime we want. To see where we set out from, and how far we've come. Then turn around and keep walking.

UNDER × PERFUME · 拾未 Shíwèi02 / Closer

Closer

如果可以,希望离我们“近一点”If we could, we'd like to get a little closer

我们通过气味,观察生活,也记录生活。
不是用相机,不是用文字,是想用味道。

We watch life through scent, and we keep a record of it the same way. Not with a camera, not in words. With smell.

UNDER x PERFUME 把香水的气味做成可以喝的饮品

在我们的门店里,我们把香水的气味,做成了可以喝的饮品。
不是联名那种说法,是我们真的拿着香水的配方思路,去和咖啡师一点一点磨,让喝到的味道和闻到的味道,是同一种表达。

In our shop, we turn a perfume's scent into something you can drink. Not a "collab," nothing like that. We take the actual thinking behind a fragrance, sit down with a barista, and work it out cup by cup, until what you taste and what you smell are saying the same thing.

气味和味觉,在我们这里是通的。
不是什么了不起的创作
是我们认为,这是更有趣的记录生活的方式。

Here, smell and taste run into each other. It's nothing grand. We just think it's a more interesting way to keep a record of a life.

UNDER × PERFUME · 拾未 Shíwèi03 / The Name

The name

为什么叫“拾未”Why we're called Shíwèi

“拾未”两个字,是怎么来的?

Where did the name Shíwèi come from?

最早的时候,我们想给自己的孩子做一个出生的纪念。
研究到第十个味道的时候,有两瓶上写了儿子和女儿的名字。

Early on, we wanted to make our own children something to mark their birth. By the tenth scent, two of the bottles had our son's and our daughter's names on them.

就是发现某个味道闻起来像他,某个味道闻起来像她。
于是顺手写上了名字,就像在瓶子上贴一个标签——“这个是你,这个是你”。

One scent just smelled like him. Another smelled like her. So we wrote the names on, the way you'd slap a label on a jar. This one is you. This one is you.

“正好10个味道,要不就叫‘10味’吧?”
10味,谐音一下,就成了拾未。

"Ten scents exactly. Why not call it Ten Scents?" In Chinese, "ten scents" (shí wèi) sounds just like Shíwèi, so that became the name.

拾未 最初的十个味道 —— 之一 拾未 最初的十个味道 —— 之二 拾未 最初的十个味道 —— 之三 拾未 最初的十个味道 —— 之四

后来大家往“拾未”里赋予了更多意义。
直到我们发现,最想表达的理解是这一句:

Over time, people read more into the name. Until we landed on the one meaning we most wanted it to carry:

“正视过去的自己,然后勇敢继续奔向未来”Look your past self in the eye, then go on bravely toward what's next.

“拾”是回头捡起——
那些你以为忘了的瞬间,
那些舍不得丢的身份,
那些曾经是自己但已经走远了的样子。

Shí (拾) means turning back to pick things up. The moments you thought you'd forgotten. The selves you couldn't bring yourself to throw away. The versions of you that were once you, and have since walked far off.

“未”是往前走。
是看到从前,“原来是这样”
接纳自己,然后继续向前走

Wèi (未) means going forward. Looking at who you were, thinking "so that's how it was," making peace with it, and walking on.

UNDER × PERFUME · 拾未 Shíwèi04 / Pinyin

On pinyin

自白:为什么用拼音Why we name in pinyin

UNDER x PERFUME 拾未 —— 瓶身拼音命名 WAI GONG / WAI PO

我们的香水,全部用拼音命名。

We name every perfume in pinyin.

很多人问为什么。
正经点的回答是:这是我们自己的表达方式。
不正经的回答是:拼音这个东西,外国朋友也能读得出来。

People ask why a lot. The serious answer: it's our own way of talking. The less serious answer: pinyin is something our friends from abroad can actually read out loud.

一个法国人、一个日本人、一个巴西人,看到“WAI GONG”(外公)或者“WAI PO”(外婆),虽然发音奇奇怪怪,但都能张嘴念。拼音是中国人发明的,但它意外地属于全世界。

A French person, a Japanese person, a Brazilian person, all looking at "WAI GONG" (grandpa) or "WAI PO" (grandma). The sounds come out a little odd, but every one of them can open their mouth and say it. Pinyin was invented by Chinese people, and somehow it belongs to the whole world.

“午夜巴黎”、“琥珀沉香”很好,但不是我们想说的。

"Midnight in Paris," "Amber and Agarwood," those are fine names. They're just not what we want to say.

我们的名字念出来,你就知道它是什么。
哪怕你从来没听说过这个词,你也能发出它的声音。

Say one of our names out loud and you know what it is. Even if you've never heard the word before, you can still make the sound.

拼音,让每个名字都变得可以被所有人聆听。Pinyin lets every name be heard by anyone.

UNDER THE FRAGRANCE, FIND YOUR X.

气味指引,找到自己。Let scent point the way back to yourself.

UNDER × PERFUME  ·  拾未

让香味述己Let the scent speak you.