“It’s transparent, but it’s not ozonic in that it doesn’t have ‘fresh ocean’ molecules,” he continues. “It’s not exactly citrus, but there are things that are in bergamot in there. It’s musky but not animalic! It’s not exactly woody, but there’s fir santal in there, which is a chemical that smells blue, like a dry woody note. There are elements that are iris-y and violet-like. There’s even sort of a coffee note in there as well.”
Got it? That said...
“It doesn’t really smell like anything,” he continues. “I smell feathers. Like an expensive down jacket.” Speaking of expensive, Moltz created IDKW as a way of offering customized fragrance without breaking the bank.
“To make an actual custom perfume for someone takes so much time, so much back and forth, so it also takes so much money,” he says. “This is a super easy way to play a little with your own scents.”
It will also extend what you love. “Creating I Don’t Know What comes from a real need that I had,” he confesses. “When we’re going out, I’ll grab sandalwood or vetiver or patchouli and smell awesome for about an hour, but it also will smell muddy, and [one spray of IDKW] is like, Boom! It’s going to last.”
Moltz has plans for more modifiers. Next up: a leather one that will, well, you can figure it out. “Creating a modifier is a way to take nerdy perfumer language and transfer it to perfume lovers, so they can participate,” says Kavi. “It’s just a different way of thinking about perfume. We’re all about broadening the discussion.”