19–69: Redefining culture through the art of scent
Cult fragrance brand 19-69 was founded by Swedish artist and product developer Johan Bergelin. Following a two-year creative collaboration with artisans across Scandinavia, France, and Italy, the brand debuted with five perfumes in 2017.
1969 marked a turning point as a new generation stopped asking for permission —an era that came to symbolize freedom, tolerance, and the counterculture. It is this spirit that defines 19-69 today. Rejecting standard corporate briefs, each scent is built around carefully selected premium raw ingredients and a clear creative vision, with uncompromised artistic intent at its core.
For 19-69, ungendered scents have always been an expression of the house’s identity, inspired by countercultures that never recognized such boundaries. At the heart of the collection are the perfumes, around which 19-69 continues to develop an evolving universe of apparel and objects, allowing the cultural references behind the house to take new forms. While 19-69 belongs to all, distribution and retail partners are selectively curated.
THE ORIGIN OF 19-69
I have always surrounded myself with creative people, both personal friends and professional collaborators. What has always inspired me is how these artists so often stand up for their values. They want to make a difference. This can be expressed in endless ways: a mural painting, a sculpture, photography, or music lyrics. You may or may not personally agree, but it takes guts to stand up for your beliefs and who you are, and I truly respect that. I think this is what planted a seed in me and marked the beginning of 19-69.
Johan Bergelin,
Creative Director and Founder of 19-69
BORN FROM FREEDOM AND CREATIVITY
JB: The name of the brand 19-69 is a powerful statement. The year 1969 represents an era of freedom, tolerance, and counterculture. Inspired by iconic moments of rebellion and progress throughout history, the brand draws from art, music, and cultural movements to shape its scents, names, and design. Each distinct color hue of the glassware symbolizes a rainbow which, in 1969, became the definitive emblem for peace and freedom.
Image credit: Hugh Holland
THE NATURE OF FINE FRAGRANCE
Each 19-69 product is handmade, and subtle variations are part of its unique character.
Raw materials are carefully selected to ensure the highest quality. Every scent includes a unique fragrance journey, inviting you to explore the story behind the fragrance.
All fragrances are suitable for any genders.
Like all fine fragrances, a scent develops differently on every individual. Factors such as diet, pH balance, hormonal changes, and medication subtly influence how it unfolds on the skin. Interestingly, people are often naturally drawn to the very scents that complement their unique body chemistry. Because perfume is almost like a living organism, it is highly sensitive to environmental changes. To protect its delicate balance, store your fragrance in a cool, dark place, such as a cabinet or a refrigerator.
Please note that ingredient lists may change over time. To ensure that a 19-69 product is suitable for your use, always refer to the ingredient list on the product packaging.
ABOUT THE 19-69 COLLABORATIONS
19-69 is not a traditional perfume house. Through fragrance, the house creates a cultural archive of iconic moments, artistic movements, and creative references.
Rooted in the belief that no era or aesthetic exists in isolation, the archive transcends decades and explores subcultures and creative worlds — from skateboarding and surfing to literature, cannabis cultivation, film, and music. At the heart of every collaboration lies a visionary artist or institution that has shaped culture, sharing the authentic spirit of their world with the house and inspiring each olfactory creation.
19-69 Collaboration archive
| Year | Collaborator | Fragrance |
|---|---|---|
| 2026 | Kevin Costner | Pacific Coast Highway After Hours Heritage |
| 2026 | Hugh Holland | Locals Only |
| 2026 | W Hotels | Fully Booked |
| 2026 2025 | Bret Easton Ellis | Less Than Zero American Psycho |
| 2025 | Inter Milan | Inter 19-08 Black Inter 19-08 Blue |
| 2025 | Nic von Rupp | Atlântico |
| 2025 | Sonoma Hills Far | Pink Jesus |
| 2022 | Camp High | Higher Peace |
| 2021 | Palm Angels | Orange Kush Burning Palm Cacti |
MILAN FLAGSHIP STORE
19-69’s first flagship store at Via Borgospesso 18 opened in 2026 and is located in Milan’s prestigious Quadrilatero della Moda.
JB: For years, my creative approach has relied on the Japanese philosophy of Danshari — the idea of stripping away the superfluous to start anew. Whether I’m renovating a historic studio or developing a fragrance, it’s a constant editing process: excluding the unnecessary and repurposing the historical to reach the core essence. For me, 19-69 is about uncovering that raw authenticity and the beauty in imperfection, found within both the spaces we inhabit and the scents we create.
