The translation of IIUVO is simple - to delight or gratify. There's room for fragrances to be conceptual, yes, but their true power lies in the ability to evoke memory and prescribe mood. 
Founders Tomi Ahmed and Leo Gibbon center IIUVO around a distinct, subversive ethos that privileges an emotive and intellectual approach to their product, but they never divert their attention too far from the ultimate goal of fragrance: olfactory pleasure. 
With nuanced and esoteric references that span early 70s Kubrick films to the sound of Atlanta's contemporary hip-hop, IIUVO creates a fragrance for those who seek a product that delves deeper, both in quality and inspiration, than what the rest of the industry dictates as a convention.