Why Devertere

Devertere is first and foremost an attitude, a way of life that is not limited to fragrance. Any element can embody the Devertere spirit, as long as it embraces its intrinsic essence: the act of deviating, of embracing the unexpected and of radically subverting paradigms.

Devertere isn't looking for followers, but accomplices. It's for rebellious Millennials and Gen Zers, but also for "uncomfortable" adults, anyone tired of what's already been said and looking for an intelligent provocation that resonates with them. It's for those seeking authentic experiences, those who reject mass logic, and those who are naturally curious. Those who choose Devertere aren't looking for imposed status symbols, but the freedom to express their own identity.

devertere

/de·vèr·’te·re/ v. tr. [from lat.divertěre, propr. «turn elsewhere»],comp. of di(s) and vertěre «to turn».

  1. To deviate or divert one's attention, gaze, or thoughts from a predetermined direction; to take a detour (physical or mental) in search of alternatives and unexpected paths.
  2. A change of perspective that generates pleasure and entertainment; a conscious abandonment of rigid patterns to allow oneself to be guided by the spark of the unexpected, by play, and by lightheartedness.
  3. To stimulate creativity and inner freedom through playful, social, or artistic activities, finding joy and relief in deviation from the usual (e.g., diverting oneself in travel, in art).
  4. (mus.) A short instrumental composition, of a brilliant and pleasant nature, conceived for entertainment.

Olfactory philosophy

Every fragrance is a living experience that, like any performance, must surprise, evolve, and leave a lasting impression. The essential characteristic we seek is precisely its metamorphosis on the skin: a journey that redefines perceptions and takes us beyond initial expectations. Innovation becomes language: the notes do not follow one another conventionally, but intertwine in an ongoing dialogue. It is a play of balance that generates harmony through contrast and makes olfactory evolution a manifesto of unpredictability. The notes are deconstructed and recomposed, creating a narrative flow that goes beyond the classic form of perfume. Irony and dissent, distinctive traits of Dadaism and Surrealism, are translated here into bold combinations: flowers and plastic, leather and synthetic resin. A language that plays with excess, transforming the sense of smell from a sensorial space to a conceptual one. In keeping with Devertere's visual codes, here too, color and material become metaphors: fragrances with saturated and tactile tones that evoke textures, surfaces, and temperatures. It is the olfactory translation of a contemporary thought, where skin becomes canvas and perfume, language.