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Meet The Maker: In conversation with James Chase of Baz & Co
Time To Read: 6 Minutes
Introducing our good friend, Mr James Chase - founder of BAZ & CO skincare and a driving force behind family business Willy’s organic apple cider.
His latest venture has taken him from his ‘humble farm in Herefordshire’ to championing vertical farming with locally grown basil for the launch of his male skincare brand. He’s on a mission to make men feel great, while doing his part to shape a more sustainable future in ‘making things’, two causes we proudly support.
Meet The Maker: In conversation with James Chase of Baz & Co
Time To Read: 6 Minutes
Introducing our good friend, Mr James Chase - founder of BAZ & CO skincare and a driving force behind family business Willy’s organic apple cider.
His latest venture has taken him from his ‘humble farm in Herefordshire’ to championing vertical farming with locally grown basil for the launch of his male skincare brand. He’s on a mission to make men feel great, while doing his part to shape a more sustainable future in ‘making things’, two causes we proudly support.
Can you tell us about your upbringing and how you transitioned from creating award-winning gin to skincare farming?
Growing up on a humble farm in Herefordshire, I have always been passionate about a holistic approach to life. Creating Chase, a field-to-bottle distillery, gave me the luxury to travel around the world and taught me the world wasn't flat! However, the booze industry is all-consuming and really took its toll on my body and mental health. I saw a need for self-care and learning to love myself. Check me out!
How did your project Baz + Co come about?
I am now in my 30s, after a decade of not looking after myself too well. Something needed to change. I saw a more profound, growing connection to farmers through building my last brand, Chase Distillery. And this inspired me to release a simple skincare range designed for men who want to look and feel great, following a simple morning routine whilst supporting regenerative farming techniques like vertical farming.
What is the brand inspired by?
A few things. I was developing a gin at Chase because we farmed the base spirit in-house and wanted to grow some botanicals at the farm too. And I looked into vertical farms. However, the project didn't quite materialise, but it left some thought for something else. One of those botanicals was Basil, or Baselius, meaning "King' in Greek, which grows very well on a vertical farm, using no herbicides or pesticides and can be grown all year round. It's loaded with antioxidants and is highly anti-inflammatory and antiseptic. I also had a friend at school called Baz, and if nothing else thought the name was cool and relatable to the modern man!
For those that don't know, what is vertical farming?
It’s innovation and technology work in harmony with nature. These vertical farms, traditionally used for growing salad leaves and herbs, use 85% less water than conventional farming methods and can grow crops all year round. They do consume more electricity, but in our case, this is sourced from renewable sources.
We're more familiar with the term 'from sheep to shop,' tell us a little about your concept of 'from farm to face?
I've always believed the closer you are to the source of your food and drink, the better it is for us and the environment. Simplicity is essential, and natural products, if made well, can deliver on taste/durability or, in my case, benefits to the skin.
What's been your biggest challenge in British farming & manufacturing?
You will always be able to source Basil and other herbs I use in the range from abroad much cheaper than I can farm here in the UK, even on a vertical farm. But provenance must be fundamental to everything I try to achieve with the brand. Like with clothing, there's nothing more important than the quality and integrity of the ingredients you use.
100%. And by working closely with the growers, more particularly Jones Food Company, a vertical farm co that grows my Basil, I can be particular about the quality I am looking for.
Can you tell us about your upbringing and how you transitioned from creating award-winning gin to skincare farming?
Growing up on a humble farm in Herefordshire, I have always been passionate about a holistic approach to life. Creating Chase, a field-to-bottle distillery, gave me the luxury to travel around the world and taught me the world wasn't flat! However, the booze industry is all-consuming and really took its toll on my body and mental health. I saw a need for self-care and learning to love myself. Check me out!
How did your project Baz & Co come about?
I am now in my 30s, after a decade of not looking after myself too well. Something needed to change. I saw a more profound, growing connection to farmers through building my last brand, Chase Distillery. And this inspired me to release a simple skincare range designed for men who want to look and feel great, following a simple morning routine whilst supporting regenerative farming techniques like vertical farming.
What is the brand inspired by?
A few things. I was developing a gin at Chase because we farmed the base spirit in-house and wanted to grow some botanicals at the farm too. And I looked into vertical farms. However, the project didn't quite materialise, but it left some thought for something else. One of those botanicals was Basil, or Baselius, meaning "King' in Greek, which grows very well on a vertical farm, using no herbicides or pesticides and can be grown all year round. It's loaded with antioxidants and is highly anti-inflammatory and antiseptic. I also had a friend at school called Baz, and if nothing else thought the name was cool and relatable to the modern man!
For those that don't know, what is vertical farming?
It’s innovation and technology work in harmony with nature. These vertical farms, traditionally used for growing salad leaves and herbs, use 85% less water than conventional farming methods and can grow crops all year round. They do consume more electricity, but in our case, this is sourced from renewable sources.
We're more familiar with the term 'from sheep to shop,' tell us a little about your concept of 'from farm to face?
I've always believed the closer you are to the source of your food and drink, the better it is for us and the environment. Simplicity is essential, and natural products, if made well, can deliver on taste/durability or, in my case, benefits to the skin.
What's been your biggest challenge in British farming & manufacturing?
You will always be able to source Basil and other herbs I use in the range from abroad much cheaper than I can farm here in the UK, even on a vertical farm. But provenance must be fundamental to everything I try to achieve with the brand. Like with clothing, there's nothing more important than the quality and integrity of the ingredients you use.
100%. And by working closely with the growers, more particularly Jones Food Company, a vertical farm co that grows my Basil, I can be particular about the quality I am looking for.
We know the modern man's grooming regime extends beyond shampoo and soap; describe the benefits of some of your hero ingredients and products?
All our products start with Basil. This incredible herb is a natural moisturiser used throughout history for its beauty properties. Also, in its pasta sauce properties too! Basil works wonders at protecting our skin from pollution and UV rays thanks to its detoxifying properties. So, whether you're working in the big smoke or just enjoying some sunshine, Basil can help your skin look bright, unblemished and youthful!
Describe your style; what are the wardrobe essentials you can't live without?
I keep a very modest wardrobe and prefer not to have many choices if I can help! Everyday essentials include my Paul smith black jeans, Percival t-shirts, Hamilton & Hare Shir, and Private White Bomber Jacket (I have two)! And for autumn/spring, I have a special limited-edition Gillet which was a collab with PWVC and Fortnum's!
What can we expect to see from you in the future?
Hopefully a little fitter; I am signed up for the 312 cycling event around the isle of Majorca early next year! There will also be many exciting innovations at BAZ & CO, which I look forward to sharing. Whilst still trying to build a movement and turn the brand into a space for men to own their mornings and provide a little self-care through their chosen brand that shares their values. Looking good and feeling great can be for everyone, but it starts with loving yourself.
Enjoy 20% off all Baz & Co products here with code: BAZXPWVC.
Discover more at bazandcoskincare.com
We know the modern man's grooming regime extends beyond shampoo and soap; describe the benefits of some of your hero ingredients and products?
All our products start with Basil. This incredible herb is a natural moisturiser used throughout history for its beauty properties. Also, in its pasta sauce properties too! Basil works wonders at protecting our skin from pollution and UV rays thanks to its detoxifying properties. So, whether you're working in the big smoke or just enjoying some sunshine, Basil can help your skin look bright, unblemished and youthful!
Describe your style; what are the wardrobe essentials you can't live without?
I keep a very modest wardrobe and prefer not to have many choices if I can help! Everyday essentials include my Paul smith black jeans, Percival t-shirts, Hamilton & Hare Shir, and Private White Bomber Jacket (I have two)! And for autumn/spring, I have a special limited-edition Gillet which was a collab with PWVC and Fortnum's!
What can we expect to see from you in the future?
Hopefully a little fitter; I am signed up for the 312 cycling event around the isle of Majorca early next year! There will also be many exciting innovations at BAZ & CO, which I look forward to sharing. Whilst still trying to build a movement and turn the brand into a space for men to own their mornings and provide a little self-care through their chosen brand that shares their values. Looking good and feeling great can be for everyone, but it starts with loving yourself.
Enjoy 20% off all Baz & Co products here with code: BAZXPWVC.
Discover more at bazandcoskincare.com