Sharmadean Reid recently joined writer and podcaster Phoebe Lovatt for a special live episode of Deep Read, recorded at Mason & Fifth in West London during the 39BC Holiday pop-up.
In the conversation, Reid and Lovatt revisit their 15-year creative dialogue while exploring the ideas, philosophies, and personal transitions that shaped the creation of 39BC. Drawing from the themes in the discussion, the episode touches on:
– Reid’s long-standing research practice, shaped by books, film, subcultures, anthropology, and philosophy
– The evolution of her thinking from a Stoic, Western-influenced “yang era” into a more feminine, Eastern, and intuitive approach
– The origins of 39BC and the life events that catalysed the brand’s creation
– The politics of bathing, beauty, and scent — and who historically gets to define “cleanliness” and “good taste”
– World-building as a practice rooted in depth, study, and cultural memory
– The influence of ritual and the importance of slowing down in an over-accelerated, hyper-productive culture
– The books currently informing her work, including The Disappearance of Ritual, Himiko and the Chieftain of Yamatai, and The Pillow Book
Warm, expansive, and rich with context, the episode offers a rare look into the intellectual and emotional foundations of 39BC — and the broader cultural questions the brand seeks to explore.