Arizona Muse on Regenerative Farming and Sustainable Fashion

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Earlier this month, a group of entrepreneurs, investors, farmers, policymakers and creatives gathered at Daylesford Farm in the Cotswolds — one of the UK’s most iconic regenerative farming estates that this year hosted Landed, Founders Forum’s second annual forum on nature restoration.  

Co-hosting the event was model-turned-climate-activist Arizona Muse, whose experience in the fashion industry informs her advocacy work. “I was totally floored when I realized that clothes were also grown in soil,” she tells Variety. “I, like almost everyone else, had considered that food is grown in soil. But when I realized that fashion is grown in soil too, I was so shocked that I made that my whole mission. If I was that surprised, and it spurred me into this much action, I think more people need to know this.” 

Muse now runs the UK-based charity Dirt, devoted to transitioning fashion industry sourcing towards biodynamic farming. The goal is to actively restore and improve the natural systems that farming depends on, primarily soil health, but also water, biodiversity and the broader ecosystem. Despite the progress they’ve made since its launch in 2021, she’s honest about the state of the industry. “Five years ago was a sweet spot where everyone wanted to change,” she says. “I felt so much exuberance towards sustainability. I don’t feel it this year, and it’s really sad. But it’s true, so I have to say it.” 

Forums such as Landed gives her hope, though. Speakers this year included Ben Goldsmith, co-founder of Nattergal, a natural capital venture focused on restoring landscapes and seascapes at scale; Craig Sams, founder of Whole Earth Foods and Green & Black’s and former chair of the Soil Association; Sam Elsom, founder of SeaForest; and Dr Federica Amati, Head of Nutrition at Imperial College and Zoe. There was also Derek Gow, the species reintroduction expert, and Sarah Langford, whose book “Rooted” became a touchstone for anyone trying to understand what farming’s future might look like. 

Unlike a typical climate conference, the day’s panels were intercut with immersive experiences, such as a tour through Daylesford Farm, home to over 550 beef cattle, 250 dairy cows (often British Friesian and Gloucester breeds), 5,000 breeding ewes and 6,000 laying hens; guided meditations with body psychologist, and Muse’s husband, Boniface Verney-Carron; and a delicious buffet lunch made with the farm’s fresh produce.  

The event’s sponsor, the whisky brand Maker’s Mark, is a leading proponent for regenerative agriculture in the spirits space. The Kentucky bourbon brand is the first distillery to achieve Regenified certification for regenerative farming with 86% of their grain currently sourced from regenerative farms. The week of the event, they released the second edition of their Star Hill Farm Whisky which introduces hard red and hard white wheat types, demonstrating how grain diversity translates into greater depth of flavor. 

The new release was used to make an array of sophisticated cocktails, such as Paper Planes, Highballs and even espresso martinis.  Muse, a longtime whisky fan, says the choice to partner with Maker’s Mark was easy. “I look for look for how big the commitment is and I ask myself, ‘I the commitment just a small capsule collection or is the commitment company wide, including the social, the environmental impact?’ Is it reaching down to the land that this company is affecting? And Maker’s Mark is hitting all of those.”