Co-founded in 2008 by the Godfather of Japanese cool Hiroshi Fujiwara, retaW (the word, water, reversed) is a forward thinking fragrance brand based in the upmarket Aoyama neighborhood of Tokyo. When approaching the philosophy of the brand, Fujiwara has taken a very behind the scenes position, letting the expertly formulated fragrances and strong branding speak for itself.

The collection comprises of classic organic body washes, creams and candles as well as innovative fragrance tablets, room tags and fabric sprays with each unique retaW fragrance named after a particular musician or record that subtly correlates with the core ingredients of the scent. Expert product for body and soul.