WHAT IS DIRTY SMART?..

In a recent interview, I was asked the question: "What is Dirty Smart?"
You would think as the MD of Dirty Smart, answering would be a piece of cake. You would be wrong!
It's taken me the best part of 4 hours to formulate an answer...

"What is Dirty Smart? It's a tricky question with more than one answer. Yes, we make clothes, and yes, are classed as a fashion label; however that depiction doesn’t really scratch the surface of what Dirty Smart is.

Dirty Smart is a representation of streetwear, targeting the music lovers and socialites of today's youth culture.
It's an expression of personality, a way of life; questioning the system, and rejecting the mainstream.

Dirty Smart is heavily intertwined with music, in particular the clubbing industry. The greatest DJ’s and producers in the world wear Dirty Smart, and the most cutting edge, dedicated clubbers on the dance floor wear Dirty Smart.

I asked the fans of Dirty Smart (via various social network platforms) to help answer the question "What is Dirty Smart?"
One reply rang true; "Dirty Smart is a brand for people who live, not exist."

So, what is Dirty Smart?... Pass."

www.dirtysmart.com