I don’t think I’ve heard that expression before I moved to the U.S., but once I did (moved and heard) it felt intuitively understandable and logical. I knew that it wasn’t a rule actually imposed or followed anymore, but it came naturally for me since I didn’t wear white clothes either before, or after that arbitrary check mark in the calendar.

I don’t have anything against the color white per se (unless we’re talking about cars: for whatever reason it’s my least favorite color for a car exterior), but I grew up thinking of white clothes and shoes (especially shoes!) as of completely impractical and wasteful.

Where I lived, people weren’t really poor but everything was a little scarce: nice(r) things were hard to get, so everybody used what they managed to buy for a long time. Many people did not have washing machines and there were no dryers – so there was a tendency to wear clothes longer between washes than we normally do nowadays. Most people used only public transportation, which was in a much worse state of cleanliness than those that I do not consider clean enough today. Somehow streets even in big cities were much dustier in dry seasons and muddier in wet ones than even in suburbia where I live now. And on top of that we didn’t have that many hot weather days compared to cold or at least cool months. So with all that in mind, it’s not surprising that many of us favored “not easily soiled” clothes.

Long after I moved to the U.S., started buying as much clothes as I wanted and even got my own washing and drying machines, I still steered clear of white in my wardrobe – just out of habit. Until several years ago, while on a vacation, I realized that I kept admiring white dresses, pants and tops that one of my friends was wearing. After some internal negotiations, I agreed (with myself) that I didn’t have to be practical any longer. I could afford (in all meanings) to start wearing impractical* white things from time to time.

WHITE by Puredistance was a strong “like” for me from the first spray: it was so bright, happy and sunny. And immediately in my head it became a summer time perfume – not as something I would wear in a heat wave’s afternoon but perfect for a warm summer night out. I tested WHITE, liked it, and told myself that I’d buy a bottle once my samples were gone. But then the fall came, I moved to wearing my colder season favorites, while waiting for the next WHITE-appropriate season.

I do not know what makes WHITE a summer perfume. When I’m thinking about it, I can’t say that WHITE is lighter or less opulent than, for example, Amouage Dia or Frederic Malle Iris Poudre, both of which I associate with autumn (or even with our NorCal winter). And still WHITE feels right for the white clothes season.

This summer I enjoyed WHITE again getting closer and closer to the end of my second sample, so I’ll need to get that bottle soon. But we’ve just celebrated Labor Day…

Have you seen already Puredistance’s new website? It’s white!

Images: my own (no, I didn’t allow Rusty to play with a bottle of WHITE – it’s a factice bottle sent to me by the brand together with the samples that I’ve been enjoying but from the fact that I plan to buy a bottle you can infer that I truly liked it)

* A curious coincidence: in the definition of the word “impractical” in Google, “impractical white ankle boots” is given as an example of use