For Terrance Pratt, scent isn’t just about smelling good — it’s about memory, legacy, and the deep emotional bonds we carry with us. The founder of Memoir Fragrances, a Chicago-born brand with national and global appeal, has turned his childhood ritual of borrowing cologne from his father into a movement of olfactory storytelling. With each fragrance, Pratt invites us into a deeply personal journey — one that honors his father’s battle with cancer, the resilience of Black fatherhood, and the everyday moments that become life’s most meaningful memoirs.
As Father’s Day approaches, Pratt reminds us that gifting fragrance isn’t about the bottle — it’s about the story it tells, the bond it deepens, and the legacy it carries forward. In this intimate conversation, he opens up about the roots of Memoir, the emotional layers behind each scent, and why “smelling good” can unlock a world of confidence, connection, and cultural pride.
How did you come up with the idea for Memoir?
I was a lifelong fragrance enthusiast and collector. I started wearing fragrances as a little kid. My father would let me wear scents from his collection as we were starting our day, and it left an indelible mark on my life. After my collection grew to an outrageous size, my friends and family saw my passion for scent and implored me to create my own line.
How should we think about sharing fragrances with our fathers on Father’s Day?
Scent is more closely tied to memory than any other sense. So we should really be thinking about creating everlasting memories with our fathers. Bonding with your father through scent is an excellent way to celebrate Father’s Day.
Can you introduce us to the fragrance profiles you’ve created and how each one could represent a memoir for a father?
Our entire collection is a Memoir about love, relationships, and chasing your dreams. Memoir is a love story rooted in a father and son bonding through fragrance. Bespoke for instance, was born out of my time creating a custom-tailored suiting company with my friend, Marcus Taylor. When my dad was battling cancer, he would have us make him a pair of custom pants every month although he was too sick to wear them. He said the pants gave him the will to beat cancer so that he could wear the beautiful slacks we’d created for him, and that’s exactly what he did.
As a Black man who has created a fragrance brand that resonates nationally and internationally, how do you see fathers wearing Memoir and winning?
There are so many ways for fathers to win wearing Memoir. First, you get to show up in a space confident that you’re the best smelling man in the room. That confidence could lead to a job promotion, a new significant other, a chance to brag to your kids, or an introduction to a person that becomes a new friend. A world of possibilities open up when you’re smelling good.
What should people understand they’re doing when they present their father with a Memoir fragrance?
When you present your father with a Memoir fragrance, you’re supporting a legacy and you’re creating one. Not only are you helping me share my story, Memoir is really a call to action for others to share their stories. Sharing a Memoir Fragrance with you father is contributing to our collective cultural memory and if offers a chance to better understand the legacy you come from.
How should someone instruct their dad to use the fragrance—whether for layering, daily wear, or special occasions?
Tell your father to wear the scents generously. Never save your scents for special occasions. Waking up every morning is a special occasion. My approach is to spray your neck and wrists for sure, and then to mist the scents over your clothes. Layering scents can also be fun. From the Memoir line, Gypsy Eyes pairs really well with A Street in Bronzeville. Interestingly, I got this combination from my father.
Can you describe your travel collection and how it connects mobility with memory and scent?
Every day that we live, we’re writing a new chapter of our lives. We want Memoir Fragrances to be a part of that story. I can remember the scent I was wearing when I met my wife. I can also remember the scent I was wearing when we got married. We want to be present for the moments that matter most, and the travel set makes it easier for Memoir to come along.
What are some of the nuances about fragrance that people often overlook?
A nuance that people often overlook is that fragrance is personal first. We often get caught up in the compliments we get from a particular scent, but you should want to fall in love with the scent personally first. Wear the scent for YOU! My intimate experience with a scent is more important to me than how it impacts people when I’m wearing it.
How can fragrances be leveraged in business or professional environments to influence perception and presence?
Deion Sanders says, “If you look good, you feel good. If you feel good, you play good. If you play good, they pay good.” Just substitute “Look good” for “smell good” and there you have it.
How can fragrance instantly change the mood of a conversation or the impression someone leaves when they walk into a room?
Fragrance has a unique superpower, which is the ability to bypass rationale thought and directly impact the olfactory system, which is connected to the limbic system. The limbic system regulates joy, mood, and memory. So when you walk in a room smelling good, you increase the odds that you’ll make a lasting impression and be remembered favorably.
Can you share the journey of Memoir and its collaborations with other creators and retailers?
Yes! We recently launched a scent called Baptiste with The Brooklyn Circus. We worked with founder, Ouigi Theodore along with Malik Tate, and Andre Burgess at the BKc to develop a scent that pays homage to Memoir’s Chicago roots and The BKc’s Haitian heritage by highlighting Chicago’s Haitian founder, Jean Baptiste Point du Sable.
Memoir can also be found in Washington, D.C. at Manifest, where we’ve discussed collaborating on a scent in the future. We’re in Chicago at Recycled Modern in Hyde Park, who holds a special place in our hearts as our very first retailer, and we’re in Houston at a really cool new space called CoolxDads. We’ve had a number of appearances in Nordstrom by collaborating with influencers and brand ambassadors like, Travaulya Wallace and Clifford Pulley III. We’re hoping to have a permanent presence in Nordstrom in the near future.
