Founded in Jacksonville, Florida by Cole Steiner alongside long-time friend, Cenzy Hayes, Dirt is a lifestyle brand shaped by free will, individuality, and the places that raise us. As products of Jacksonville, a city often overlooked, Cole and Cenzy developed a perspective rooted in independence. Influenced by the city's unique Southern grit, coastal energy, and DIY culture, they built Dirt as a reflection of those who express free-will. Dirt represents the foundation beneath culture itself. Before every neighborhood, movement, community, or idea, there is dirt. It is where everything begins. What many overlook, Dirt celebrates—the belief that the strongest foundations often come from the most humble places.