Fresh Dirt

hile the hip-hop and street wear trend’s popularity continues to grow in metro Detroit, consumers are still left with a certain feeling of stagnation and a desire for a change in the style’s aesthetics.

Designer Chris “Critty” Morris heard the call for fresh gear, and responded by creating The Dirt Label and opening its flagship store in Royal Oak, which features T-shirts and baseball caps for men and women.

He already has garnered attention from A-list celebrity customers such as Lil Wayne, Lupe Fiasco and B.O.B. Morris says the brand is bold, daring, and aggressive, and the Dirt Label strives to break from the pack by offering exclusivity and uniqueness to its consumers.

It does this by offering only limited edition products, so when hats and shirts sell out, they are gone forever.

“When you’re walking down the street with a shirt that says ‘Dirt’ on it, you know, that stands out,” Morris says. “Dirt is different.”

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