Our next insider is [Ravi Amaratunga-Hitchcock](https://www.instagram.com/rja54/), Co-Founder of Amsterdam based, Creative Consultancy Soursop.
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Ravi is a Creative Content and Culture specialist whose worked with Samsung, Nike, Heineken and Boiler Room.
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Before starting his own company, he was the Global Exec Producer i_D/Vice, Head of Video at Dazed, and Commissioner at Channel 4.

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Hailing from Colombia in South America, London based [Santiago Arbelaez](https://www.instagram.com/santilafamilia/) has been creating films/content for more than 8 years redefining the blueprint for editorial and branded content for influential publications such as Hypebeast and High Snobiety while heading up video content for both titles.
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Long time P13 family, Santi founded La Familia over 5 years ago along side Pablo Rivera and since then they have been collaborating with brands such as adidas Originals, Reebok Classics, British Fashion Council, Jax Jones and BBC among many others.

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Santiago Arbelaez

Long time fam friend, [Paul Ruffles](https://www.instagram.com/pruffs/) (also known as Ruffs) is a trusted and recognised expert in global Sports/Street retail, business and culture.
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Starting from the shop floor at JD Sports he has a 25-year, proven track record of celebrating, creating, and delivering impact for brands, their products, and their stories. He passionately feeds off and thrives on the purpose and credibility of the work and whom the work is with.
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He is committed and empathetic to people’s thoughts and needs, and has a clear understanding of how other influences such as music and art inform other cultures and working with those to excite the market - people like Jon Burgerman, Dave White, and more recently Nicole Mclaughlin - honed over 10 years as MD of Size? and Footpatrol, various campaigns with brands such as Reebok and currently new brand directions for Merrell with the launch of Merrell 1TRL.

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Paul Ruffles

Multi-national [Serena Guen](https://www.instagram.com/serenaguen/) founded the award-winning SUITCASE magazine remotely while in her third year at New York University.
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Her accolades include being named as Forbes 30 Under 30 in 2017, 25 under 25 most influential Londoners by The Evening Standard, winning a Women of the Future award for media and Natwest's Entrepreneurs of the Year Award.
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She is also one of the co-founders of the #CookForSyria movement and cookbooks which generated global awareness for the Syrian crisis and raised over £1m for Unicef.



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Serena Guen

[Naomi Accardi](https://www.instagram.com/naomiaccardi/) is a 28 year old freelance brand and creative strategy consultant based in Milan, Italy, who has previously worked for the likes of Carhartt WIP, OAMC, Nike and adidas.
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She is also a culture and football writer with a deep love for the beautiful game, contributing to a variety of magazines such as Mundial Mag and proudly wearing the title of Editor at Large at Season Zine.