DUST & CO. started late one night when I was laying in bed, staring at the ceiling and feeling completely stuck. I couldn’t sleep because my mind just wouldn’t switch off. I kept thinking about life, where I was heading, what I was doing with myself and what I actually wanted to build. Somewhere in all that overthinking, I had the idea of creating something that could bring people together — a community where people could chat, share their experiences, back each other and feel like they were part of something. When it came to the clothing, I wanted it to actually represent me too. I’ve always been stuck between country and streetwear, never really fitting completely into one style, so I thought, why not bring the two together? That night was where the idea for DUST & CO. really began.
I didn’t have some massive plan or know exactly where DUST & CO. would go. I just knew I wanted to build something I could be proud of and hopefully create something people genuinely wanted to be a part of. I want DUST & CO. to become a community where you can be yourself, meet like-minded people, share the good and bad times and know there are people in your corner. The clothes are a big part of it, but I want what the name stands for to mean even more.
For me, “LIVE LIKE YOU’RE DYING” is a reminder that none of us really know how much time we’ve got. Take the trip, have a crack at that idea, make the memories, check on your mates and don’t spend your whole life waiting for the perfect time.
DUST & CO. is still only at the beginning, and I’m figuring things out as I go. But if you’re here early, you’re not just watching another clothing brand grow — you’re part of building it with me.