Arizona Muse has graced more than 40 international Vogue covers and starred in campaigns for some of the world’s most iconic houses: Prada, Chanel, Estée Lauder, Louis Vuitton, Saint Laurent, Miu Miu, Chopard, Chloé… . She is one of the most recognisable faces in modern fashion. But the part of Arizona’s story that moves me most is her becoming a climate activist educator and founder of DIRT — a charity dedicated to regenerating soil and restoring ecosystems.

Arizona now works as an impact consultant for brands trying to meaningfully reduce their environmental footprint and serves as an advisor and ambassador to the John Innes Centre for soil and crop research. She also co-founded Soilonic and co-curates Landed, a nature-based solutions investment conference in partnership with Founders Forum. Arizona is working on what I think is the most important resource we have, soil, and has beautiful routines and practices that help her and her family feel grounded - all of which I explore in this episode.

In this episode we cover:

• Going up in Arizona and becoming a model
• Juggling motherhood with global fame and chronic insecurity
• The power of learning new things for your mental health
• The dark side of the fashion industry
• Discovering regenerative farming
• Lessons learnt from her partner
• Re-defining your relationship with time

Mentions:

DIRT - www.dirt.charity

Soilonic - soilonic.com

Demeter - demeter.net

Founders Forum Group - ff.co

Links:
www.instagram.com/arizona_muse

Ben Branson is the founder of Seedlip, the world’s first distilled non-alcoholic spirit that pioneered a movement of non-alcoholic drinks. In under 4 years Seedlip shot to success - being stocked in over 8000 bars and in homes across 35 countries before being sold in a multi-million pound deal. But what did this rapid success mean for Ben? Ben who is open about his autism and adhd diagnosis. Ben who is launching his new venture - Sylva, spirits that explore the untapped flavour potential of trees. I had so much I wanted to unpack with Ben - from going to rehab many times, to coming up against the entire alcohol industry, to his love of ‘lifestyle businesses’ and creating a product that is designed to be sipped slowly.

In this episode we cover:

• Boarding school, autism and routine
• Pushing the limits to a near-death experience in India
• Starting a new, sober, life at 25
• Following your hobbies and curiosities
• Seedlip’s astronomical rise & acquisition by Diageo
• Why businesses need to slow down

Mentions:

The Art of Distillation by John French, 1651

Brutal Simplicity of Thought, M&C Saatchi, 2013

A Life on Our Planet, David Attenborough, 2020

Podcast episode with Ben’s wife: https://www.hidden20.org/podcast/episode-17-sam-branson

Links:

https://www.instagram.com/seedlip_ben/?hl=en

Katri Josling doesn’t have a job title, awards, or even an active social media account - she’s a housewife. But she’s also a constant learner - whether it’s completing a new boating license, a culinary chemistry course to create the most amazing meals, learning her fourth language, going skitouring in Svalbad or training her two giant Rhodesian Ridgebacks.

She was a consultant with a UCL degree in Political Science and an MA in European Politics. She was working and traveling the hours you can imagine - so when her husband’s career took off - she had to make a choice between her own career and spending what time was possible, together. I want to know about her decision to leave work, how she found purpose, what architecting a world for a partnership looks like and her view on it all now.

One of the things I’ve always held judgement around is the idea of being a “housewife.” But after years of chasing goals, building things, and burning out, I’ve started to see that choice differently — with empathy, understanding, and even admiration. I’ve started to ask myself: if I could build enough of a passive income, would I stop working?

In a culture where you are pushed to overachieve, where the only goal touted by the media seems to be to have a multi-billion dollar business - I want to share a story that makes those who have chosen NOT to do that also feel worthy, valuable and acknowledged.

In this episode we cover:

• Growing up in the USSR and moving between Estonia, Russia and Sweden
• The freedom of going to UCL for university
• Meeting her partner and how getting married was the most rebellious thing they could do
• Living in London, Nigeria, Geneva and (almost) Johannesburg
• The dinner party moment when they ask: what do you do?
• The battle with self and ego that she has overcome