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The fragrance brand 19-69, or nineteen sixty nine, was created by Johan Bergelin of Sweden as an homage to that cult year, which epitomised rock and hippie counterculture. Each fragrance connects to an emotion specific to that era, and Bergelin's own memories of his travels. Bergelin, born in 1969, bases his work upon the values of freedom and tolerance from that iconic year. He now lives in London and has teamed up with Silas Adler of the Soulland brand and Johan Baäcke, co-founder of the Byredo brand, for this project.