Some brands are born in boardrooms. Discothèque was born on the dance floor.
In 2022, best friends Jessie Willner and Hanover Booth launched a fragrance house based on one idea that intoxicated them. Scent, like music, has the power to transport you instantly—back to a moment, a feeling, a version of yourself you almost forgot. The fragrances, which have become favorites to many, each reference a place and evoke the emotional residue of a perfect night.
From scents inspired by fleeting eye contact to the magic of founding a company with your best friend, their brand is a love letter to joie de vivre. In our conversation with the duo, we dove into the friendship that sparked the brand, how memories from dark rooms and late nights become bottled stories, and why the tension between sunny LA and moody London keeps their creativity unpredictable.
What was the "aha" moment that sparked the idea for Discothèque?
Jessie: Discothèque started as a kind of love letter to our friendship, cemented by years of discovering parts of the world together through different dance floors. Scent felt like the perfect medium because it can pull you back to a specific moment in a way things rarely can. We thought: what if you could stash these memories away in something that brings you right back to them when you smell it? And vice versa, creating something that inspires you to live the great moments of your life when you wear it.
You've described the brand as inspired by "the beat of a song in a dark room." How do you translate that feeling into scent?
Hanover: It's never literally what a club smells like. It's about the atmosphere, the emotion, the slightly hazy and cinematic memory a night leaves behind. Sometimes we start with the world itself: the year, the club, the city. And then build the fragrance around that story. Other times, a scent comes together so naturally that it already feels like a memory before it even has a home. We translate those impressions through layers of notes, creating something that captures what we feel that moment would have been.
Discothèque is split between two cities with totally different energies—sunny LA and moody, magnetic London. How does that duality influence the brand?
Hanover: I think the split between both cities gives us this incredible range to pull from. We've always said the dance floor is the great equalizer; it's where icons, misfits, and everyone in between come together. That spirit of inclusivity is at the heart of club culture and of our fragrances—they're made for everyone. Each scent is made for wherever you are and whoever you want to be. The process is totally fluid and instinctive, and going between both cities means we're never stuck. It keeps everything feeling a little unpredictable.