#Japan #Fragrance #WHOKNOWS #Obsidian #Fujimi, Nagano

WHOKNOWS Launches Its First Collection via Crowdfunding

WHOKNOWS, a new fragrance brand, has initiated a crowdfunding campaign to support its inaugural collection inspired by the concept of "scent and stone." From November 18, 2025, Matsuda Shoji Design LLC, located in Nagano's Fujimi Town, is seeking funds to bring its unique fragrances to life. The brand, founded by designer Hirota Matsuda, aims to tackle human memory and spirituality through scents with a Japanese naturalistic flair.

The Brand Concept: A Journey Through Memory

WHOKNOWS, which translates to "the scent of memories that no one knows," is an experimental approach to perfumery, intertwining the essence of human experience and nature. The brand aims to evoke both positive and negative emotions associated with personal memories, capturing the essence of life's fleeting moments through fragrance.

When we experience a scent, it may trigger a cascade of memories—both uplifting and challenging. Whether it's a moment of joy or a recollection of past anxieties, scents have a powerful capacity to connect our memories with our present experiences. WHOKNOWS encourages users to embrace these scents as a means to acknowledge the light and shadows of their inner selves, promoting a journey toward self-rediscovery through olfactory experiences.

The Unique Fragrance Collection

The debut collection includes two distinctive perfumes, each crafted to encapsulate the essence of the Yatsugatake mountain range.

1. AOI Eau de Parfum (50ml)
- Top Notes: Lemon, lime, osmanthus
- Mid Notes: Green grass, hinoki, galbanum, jasmine, hyacinth
- Last Notes: Patchouli, sandalwood, vanilla, amber, musk

This fragrance reflects the freshness of walking in a misty forest, with top notes that embody the vibrancy of forest moss and morning dew. The scent transitions into heartwarming woody notes, creating a soothing experience akin to a refreshing forest bath.

2. ORANGE PEAKS Eau de Parfum (50ml)
- Top Notes: Orange, peppermint, bergamot, grapefruit
- Mid Notes: Green grass, freesia, aqua, lily of the valley, jasmine
- Last Notes: Vetiver, frankincense, agarwood, sandalwood

This fragrance draws inspiration from the orange-tinted Yatsugatake at dusk, merging sweet and fresh notes with an inviting warmth reminiscent of everyday life. As time progresses, notes of frankincense and agarwood reveal a deeper, mystifying experience.

Both fragrances include natural obsidian sourced from Wada Pass in Nagano Prefecture, believed to carry purifying energies that complement the scent experience. This rare obsidian is meticulously curated and encapsulated within the bottles, adding an extraordinary layer of authenticity.

Sustainable Practices with The Return Ritual

In a bid to honor nature and heritage, WHOKNOWS has implemented a bottle return program named The Return Ritual. Customers can return their used fragrance bottles containing obsidian to the brand, where the stones will be cleansed and repurposed for future collections. This initiative aims to facilitate a connection between individuals and promote sustainability, as the stones serve as a medium that bridges relationships over generations. Participants in The Return Ritual will also receive a coupon for WHOKNOWS' online store as a token of appreciation.

Future Sales and Availability

WHOKNOWS plans to officially launch its products in early 2026 on its e-commerce site, although potential acquisition limitations may apply based on obsidian resource availability and quality control post-crowdfunding. For those eager to secure their fragrances, participating in the crowdfunding campaign is recommended. A limited quantity will also be available in select retail stores starting November; availability details will be shared on the brand's official Instagram.

Meet the Founder

Hirota Matsuda, the founder of WHOKNOWS and representative of Matsuda Shoji Design LLC, brings a wealth of experience in design and branding to the table. A graduate of Kyoto University of Art and Design, Matsuda has traveled to California, immersing himself in art and outdoor culture that greatly influenced his career. After gaining experience as a product designer and community manager, Matsuda established WHOKNOWS in 2025, aiming to blend scent with personal history.

Crowdfunding Details

• - Project Page: WHOKNOWS on Motion Gallery
• - Crowdfunding Period: November 18, 2025 - January 16, 2026
• - Pricing: General retail price of 16,500 yen (tax included), with a special crowdfunding price of 15,000 yen (including tax).

The vision of WHOKNOWS is not just about creating a fragrance; it's about invoking a feeling, a memory, and the human experience. Join us on this journey to rediscover scents as reflections of our deepest selves.

For inquiries, please contact Matsuda Shoji Design LLC at [email protected].