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Troye Sivan’s Tsu Lange Yor Is Popping Up in New York

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Troye Sivan’s Tsu Lange Yor Is Popping Up in New York

The Australian fragrance and lifestyle brand, which just tapped Andy Chiu as CEO, is gearing up for a next leg of growth in the U.S. market.

Troye Sivan’s Aussie-born fragrance brand, Tsu Lange Yor, is coming to New York.

The brand, which is owned and cofounded by Sivan and his brother, Steele Mellet, has teamed with the West Village Portuguese tavern Tascha for a 10-day pop-up running from Thursday to Oct. 31.

Themed around Tsu Lange Yor’s bestselling Sage’s Rose scent, the pop-up will feature a scent café and retail space where guests can also shop the brand’s wider range of products during the day, and at 4 p.m., it will become a wine bar serving small plates; a Sage’s Rose Vesper cocktail, and on Thursdays and Fridays, Tascha’s signature dinner menu.

“Pop-ups have been an important part of the brand’s story to date,” said Mellet, adding that in Australia, such activations have been key to growing Tsu Lange Yor’s audience beyond Sivan’s own musical fan base. “In Melbourne, if you get on the tram and there are twentysomething-year-old girls on there, there’s a good chance you’ll smell Sage’s Rose, and I attribute a lot of that to the early seeding, community-building and hospitality element.”

Launched in 2023, Tsu Lange Yor is best known for it assortment of eau de parfum including green and woody scents like Sala, Luca and By Your Side, among others priced from $145 to $196 for 50-ml. It also offers home scenting products; a small assortment of fabric goods made in collaboration with Zankov , and with this pop-up will tease a new Sage’s Rose candle launching Oct.


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