Serviette is a fine fragrance brand that proposes a return to good taste as a form of cultural capital. Through scent, Serviette takes traditional codes of cultural currency and questions their meanings and associations, thereby creating space to challenge authenticity, and build one’s own idea of “good” taste. Founded in 2024 in New York City, Serviette began with a simple truth: our relationship with "good taste" is both deeply personal and inherently social—a dance between individual identity and cultural currency.