@12_things - IGDataHub

12_things

@12_things

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198 Hackney Road | Thurs - Sun, 11 - 5. The first four Extraits de Parfum are available now. WhatsApp for website access: •••

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We installed this ceiling in the store - so many of us spend a good chunk of our lives under an office ceiling without ever really looking at it. I wanted to give ours the same attention we’d give to the things you’re supposed to find beautiful in a perfume shop. It’s the same impulse that made me want to put cold metal next to iris in a perfume. I wanted the room itself to be a piece of the work. I liked the idea that we could go to all that trouble putting a room together and that the ordinary act of buying a perfume would be the thing that undid it. You can already see the gaps in the walls. The ceiling, unfortunately, is not for sale. 11 Nov 2026

The challenge I had making the perfumes was taking the ugly things we experience in life and turning them into something beautiful. It’s hard to imagine what they smell like through a screen, but those of you who’ve been into the store will know there’s an aching beauty to every scent. I think it comes from putting old perfumery in contact with accords you wouldn’t expect to find in something you’d want to wear. That’s what I wanted with WHITE_DUST. I was thinking about the almost excessive cleanliness of hospital corridors and the dust that settles into the carpets in waiting rooms. It’s a clean scent overdosed to the point of being intoxicating, then it collapses into a dusty base. That’s what interests me about contrast and conflict in perfume. A hospital corridor and a waiting room carpet might sound like cold references, but they’re part of the ordinary experience of being human. I wanted that to come through in the scent too. WHITE_DUST is available online and in store. 08 Nov 2026

Will you enter the VOID? The eighth and final Extrait of REGISTRATION launches in store today. VOID takes the familiar comfort of a skin scent and corrupts it. Man-made suederal and dry paper roughen its clean surface, while damp moss infects it. I wanted it to smell of a place we once occupied, carrying on without us. There’s an aching emptiness to it. Top: Bergamot, Aldehydes, Light Air Accord Mid: Iso E Super, Ambroxan, Ionones Base: Suederal, Dry Paper, Moss 06 Nov 2026

The store and the perfumes were designed together; the metallic notes in REGISTRATION belong to the drawers that form the walls and go home with you. Every time somebody buys a bottle, a little more of the room leaves with them. But I was also interested in what would remain once you’d taken the metal home. An empty room still has a smell, even if we don’t usually think of it as something worth bottling. The perfumes that follow will explore that emptiness. It felt strange to build something around an ending and then leave the liquid out of it. Which means there might be something new to smell in store this weekend… Shot by Adam, October 2026 04 Nov 2026

Within each vault drawer sits one of eight perfumes, housed in Italian glass and made in the UK. I was drawn to smells we often walk over and don’t associate with glamour and how they would interact with the ingredients we’ve always prized in perfumery. Cold metal alongside iris, or medical plastic alongside ambergris. I liked the idea of giving those things the same importance. That tension between traditional craft and the world we actually live in is central to every Extrait; each one feels like a beautiful, unresolved question, something you keep returning to on your wrist as the day unfolds. The store is open 11am - 5pm. Come and pick out your drawer. 29 Oct 2026

Whilst superficially the brand might feel a little morbid, it’s really a celebration and exploration of what being alive feels like today. Only humans could dream up a perfume inspired by death and somehow turn it into a story about life. Our lives are being changed by machines on a daily basis; 12_things is, more than anything, a call to arms to be weird and to find beauty in the ugliness of life. COLD_STORAGE references the morgue in its scent pyramid. It’s available in-store already, and online in the coming weeks. Top: Cold Metal, Plastic Accord, Sharp Lime Mid: Ambergris, Dry Leaf Extract Base: Salty Skin Accord, Iodine, Lichen Shot by Niko Studio, September 2026 27 Oct 2026

The store is designed to slowly destroy itself. There’s always theatre in retail but customers are often the bystanders not the participants. Each perfume is housed in a vault drawer that you take home with you, leaving a gap in the wall. I wanted people to come inside and tear it apart with me. Consumption is the weapon. 198 Hackney Road Thurs - Sun 11am - 5pm 22 Oct 2026

All eight fragrances are available in-store, each housed in a reclaimed vault drawer. The drawers form the architecture of the store and also conveniently turn into your shopping bag. Every act of creation is at first an act of destruction. 198 Hackney Road 16 Oct 2026

This is the 12_things store. I never really was one to follow the status quo. With every purchase, you take a part of the store home. Here today, gone tomorrow, much like our lives. Metal. Plastic. Dust. Opens 10am Thursday 15th October, 198 Hackney Road 13 Oct 2026

I’ve always hated the word ‘clean’ in beauty marketing; it covers a multitude of sins while telling you very little about what you’re actually buying. REGISTRATION consists of eight extraits de parfum, designed and manufactured in the UK. These are highly concentrated perfumes, developed with as much attention to what remains on your skin hours later as to the first spray. There’s a lot of care involved in making these strange things, but ultimately it’s the liquid that has to justify all of it. The formulations are phthalate-free and paraben-free. A particular focus of mine was avoiding ingredients listed as endocrine disruptors under REACH Article 57(f). The particular classification and claim is listed on each product page. I want people to be interested in the world of 12_things, but ultimately you’re buying a perfume. The liquid has to be world-class, however strange the references. And if you’ve smelt them already, you’ll know why I’m so proud of what we’ve made. 18 Oct 2026

The 12_things store opens Thursday 15th October, 10am at 198 Hackney Road. 11 Oct 2026

The city and the machine. INFRASTRUCTURE smells of rain on asphalt, cold metal and iris. Available now. And we’re now shipping worldwide. You know the drill. WhatsApp +44 7716 432317 for website access. Shot by Niko Studio, August 2026 09 Oct 2026

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DfmjLBjChEW	We installed this ceiling in the store - so many…
DffUKmAKdPj	The challenge I had making the perfumes was taki…
DfZUtRFIJ_U	Will you enter the VOID? The eighth and final E…

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shortcode	caption	likes	comments
DfmjLBjChEW	We installed this ceiling in the store - so many…
DffUKmAKdPj	The challenge I had making the perfumes was taki…
DfZUtRFIJ_U	Will you enter the VOID? The eighth and final E…

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