It All Starts with the Soil: Viti Vinci x DIRT Charity

Introduction

Every April, Earth Month invites us to slow down. To listen to the rhythms of nature. To reconnect with what sustains us.

At Vitivinci, nature isn’t a backdrop—it’s our essence. This year, we’re taking that connection one step further.

We’re proud to announce our partnership with DIRT Charity, a regenerative movement founded by model and climate advocate Arizona Muse. DIRT is rethinking how industries like fashion, and now fragrance, can support a healthier, more resilient future.

Because if we want to repair the future, we must begin where everything begins: the soil.

Who Is DIRT?

DIRT is more than a charity. It’s a living network. A movement rooted in the belief that soil, when cared for, can regenerate the planet.

It began with a simple truth: healing the Earth starts underground. What we wear, what we grow, what we build—it all comes from the soil. DIRT works with farmers, scientists, and biodynamic experts to restore this foundation. Their mission is to fund and accelerate the shift toward regenerative practices, starting with textiles and reaching far beyond.

Their long-term goal is both bold and beautifully grounded: to create Demeter-certified textile standards that ensure raw materials are grown in ways that nourish rather than deplete. These aren’t just guidelines; they’re blueprints for a circular future, where fashion feeds the Earth instead of draining it.

In Arizona Muse’s words, “Soil is our most overlooked resource. It is the skin of the Earth—and it needs healing.”

You can support their work through the Earth Shop, where limited-edition products help fund these regenerative initiatives.

Why We’re Partnering with DIRT

At Vitivinci, we believe fragrance should give more than it takes.

This belief runs deeper than sustainability. It’s about reciprocity. We source each botanical with care, working with growers and foragers who understand that nature is not a resource, but a relationship.

DIRT’s values reflect our own. Their work redefines what luxury can mean: not only refined and rare, but rooted. A reminder that every choice—from soil to scent—carries weight.

This partnership is a quiet promise. To advocate for better practices. To connect people with nature through scent. To honor what gives us life, and to create from that place.

Arizona Muse: More Than a Founder

Arizona Muse is more than a founder. She’s a voice for restoration. She once walked runways. Today, she walks farmland. Her transformation is not a departure from beauty—it’s a return to its origin.

In her video for DIRT, she speaks of soil not as dirt, but as memory. As possibility. As the quiet power that holds everything we build. Her message resonates: climate solutions don’t live in the abstract. They live beneath our feet.

That story moves us. Because at Vitivinci, every fragrance we create is a story of return. Of place. Of what happens when we listen more than we extract.

What This Partnership Means and What Comes Next

Our collaboration with DIRT begins with awareness, but it doesn’t end there.

This Earth Month, we’re using our voice to amplify theirs. We’re inviting our community into a new kind of luxury, one that respects the rhythms of the Earth.

In the coming weeks, we’ll share stories from the field, glimpses behind the scenes, and ways you can contribute to DIRT’s mission. As they work to fund nine new regenerative textile standards, we’ll be supporting them every step of the way.

Because the future of fragrance isn’t just about scent. It’s about stewardship.