The Durante family lives by the motto that a scent can be more memorable than a photograph. Started in 1996 by the grandchildren of Celestino Durante, Pro Fvmvm is fast on its way to becoming a new cult classic in Italian fragrance design. Each of the 20 scents is designed to be unisex and comes complete with a poem that describes the intention of the artisans. Pricey but worth it, some of their top-selling perfumes are Acqva e Zvcchero, Fiore d'Ambra, Thvndra, Volo Az 686 (named after a direct flight from Rome to the Caribbean), and Ichnvsa. There are four locations around the city.