O'Driù

O'Driù is an Italian perfume house founded in 2010 by artist and self-taught perfumer Angelo Orazio Pregoni, who also runs the NoUseART movement built around scent-driven performance. The brand opened with a deliberately confrontational gesture: three fragrances released in editions of twenty-nine bottles each, sold without conventional commercial framing. Pregoni's compositions are uninterested in wearability as a primary value. Releases such as Eva Kant, Pathétique, Laurhum, and the later Angel series mix unexpected naturals — green tea, tobacco, animalic notes, regional Italian botanicals — into structures that often feel more sculptural than decorative. The house emerged at the 2011 Pitti Fragranze edition with one of the more polarising debuts of that decade and has stayed in the same register since: small runs, conceptual framing, and a refusal to soften the work for retail expectations. O'Driù sits firmly in the artist-perfumer wing of European niche.