Heritage
A house, in its own words
Hiram Green was born in Canada and spent his early years exploring the scents of the North American wilderness. After studying chemistry, he turned to fragrance and apprenticed with independent labs before relocating to Gouda in 2013. That same year he launched his eponymous brand, positioning a small laboratory on the outskirts of the city’s famous cheese market. The first release, Moon Bloom, arrived in late 2013 and immediately attracted attention for its bright, citrus‑driven profile built entirely from natural extracts. In 2014 Green introduced Shangri La, a richer composition that combined rare woods and resins sourced from Southeast Asia, signaling his willingness to travel far for raw material. Voyage followed in 2015, a travel‑inspired scent that layered Mediterranean herbs with South American florals, and quickly became a reference point for the brand’s narrative approach. 2016 saw two releases – Dilettante and Arbolé Arbolé – each exploring the tension between playful brightness and deep, forest‑floor depth using only botanical ingredients. Slowdive arrived in 2017, a nod to ambient music that employed a slow‑infusion technique to coax subtle nuances from rare absolutes. After a period of steady growth, Green issued a limited Shangri La Edition in 2022, revisiting the 2014 formula with newly sourced ingredients that reflected evolving sustainability standards. Philtre, launched in 2024, marked the brand’s first foray into a scent built around a single, highly concentrated natural heart note. The most recent addition, Ultra, debuted in 2025 and showcases a refined, high‑intensity blend that pushes the limits of natural concentration while remaining fully compliant with the brand’s ingredient policy. Throughout its twelve‑year history, the house has remained independent, shipping worldwide from its Gouda lab and maintaining a reputation for meticulous, small‑batch production. Green’s creative vision rests on three pillars: natural purity, expressive intensity, and transparent craftsmanship. He believes that every botanical ingredient carries a story, and that a perfume should convey that narrative without the veil of synthetics. Sustainability guides his sourcing decisions; he prefers growers who practice organic or biodynamic methods and who can provide traceability for each batch of oil or resin. The brand rejects mass‑production shortcuts, opting instead for hand‑blending in a laboratory that resembles a kitchen more than a corporate facility. This approach allows Green to adjust each formula in real time, responding to the subtle variations that natural raw materials present. He also embraces a minimalist aesthetic in communication, letting the scent itself become the primary message. By publishing ingredient lists and sharing production notes, Green invites consumers into the creation process, reinforcing his belief that perfume education should be as accessible as the fragrances themselves. The result is a line of scents that feel both personal and adventurous, each one designed to challenge the notion that natural perfume is limited to light or fleeting aromas.
