Heritage
A house, in its own words
Danny Seo built his public career around environmental advocacy long before fragrance entered the picture. At age 12, he founded an organization called Earth 2000 with a small group of friends and $23 in starting funds, an early marker of the sensibility that would later define his brand work. He went on to author books including Upcycling and Do Just One Thing, and hosted the television series Naturally, Danny Seo from 2016 to 2019. Seo's move into fragrance began at the New York headquarters of Firmenich, the Swiss fragrance and flavor house founded over a century ago. There, he explored the company's archives, a resource that reportedly shaped his thinking about scent as a cultural artifact rather than a disposable product. This research phase led to a formal partnership with Tru Fragrance, a manufacturer and distributor, to co-create the Reserve line. The collection debuted in 2013 with Reserve Global, followed by Reserve Australia and Reserve America in 2014, making fragrance one of the more unexpected chapters in Seo's portfolio. Seo has spoken about fragrance as something he once stepped away from and later returned to with greater intention. In interviews and on-air segments, he described it as one of his favorite categories, a passion he temporarily set aside before reconnecting with it through a sustainability lens. The Reserve collection reflects that reentry: scents designed around geographic origin and botanical sourcing rather than mass-market trends. Underlying the brand is a belief that luxury and environmental responsibility can coexist. Seo frames perfumery as an opportunity to highlight ingredients tied to specific landscapes, from Australian botanicals to American-grown materials. The approach borrows from his wider philosophy of doing one thing at a time to reduce waste, applied here to the question of what goes into a bottle and where it comes from. Rather than chasing seasonal fragrance cycles, the collection reads as a personal statement about slowing down and choosing provenance over novelty.