New to the UK and exclusive to Goodhood, we introduce Dirt. A Bali-based label founded by friends Andrea and Sarah in 2020, whose backgrounds lie in spatial design and architecture. What started off as filling gaps in their personal wardrobes five years ago, has evolved into contemporary footwear and swimwear label where comfort and design coexist through the exploration of offbeat shapes and bold palettes. Learn more about Dirt below...

GOODHOOD: For those who don’t know, who are you and what do you do?

DIRT: Hi! We’re Andrea and Sarah, the designers and co-founders of Dirt, a footwear and swimwear label based in Bali, Indonesia.

 

GOODHOOD: Please describe Dirt in one sentence.

DIRT: Dirt is a footwear and swimwear label that blends practical wearability with bold design and unconventional silhouettes.

 

GOODHOOD: Sarah you are from Australia, and Andrea you are Indonesian/Swedish. Why did you both make the decision to operate Dirt out of Bali? 

DIRT: It wasn’t a calculated or strategic decision to base our operations in Bali. Bali is home for both of us so naturally, this is where the brand was born. We didn’t choose it for business advantages, but because it’s where our roots are. That said, for a brand like ours that aims to push creative boundaries and establish a global presence, Bali can sometimes feel limiting. It’s geographically remote, and being so far removed from major fashion and business hubs can present real challenges, especially when it comes to logistics, networking, and exposure.

But at the same time, we feel incredibly fortunate to have started Dirt here. Bali has a unique energy and freedom that have been instrumental to our identity as a brand. The community, the culture, the pace of life, all of it created the perfect space for us to build something original. Honestly, we’re not sure this brand could have come to life anywhere else in the same way. And what’s been even more rewarding is the opportunity to collaborate with so many incredibly talented people based right here in Bali. From artists and designers to photographers and craftspeople, the creative community here is vibrant, inspiring, and deeply skilled. Being able to grow the brand alongside such talent has been one of the most valuable parts of our journey. So while Bali might not always be the most conventional place to scale a global label, it’s given us something far more meaningful: authenticity, creative freedom, and a community that’s been with us from the very beginning.

 

GOODHOOD: You’ve said before that you view Dirt as an “expansive experiment” - can you go into this?

DIRT: When we describe Dirt as an “expansive experiment,” we’re really talking about the way we approach the brand: with openness and a willingness to evolve. From the beginning, we’ve seen it as a space for continuous exploration, we never set out to stick to one way of doing things.

The brand is constantly shifting and growing, and that’s what keeps it exciting. We’re still in the early days, and it feels like there’s so much more to explore. Our swimwear range is a great example of that evolution. We played with different product categories early on and never planned to be defined by one thing. But the swimwear really resonated with our community, so we kept it going. That kind of feedback loop of putting something out there, seeing how it connects, then building from there, is a big part of how we work. We're always in conversation about what else we’d like to design, so there’s more to come!

 

GOODHOOD: What were you doing pre-Dirt, and how did Dirt initially come about?

SARAH: When I first moved to Bali, I was working on designing and setting up a business with my partner Jelle (which I now run alongside Dirt). It was a really hands-on, creative chapter, one that definitely shaped how I think about design. When the pandemic hit, everything came to a standstill. Around that time, Andrea and I started spending more time together, and that’s when the idea for Dirt naturally started to unfold.

ANDREA: Before Dirt, I was working at a clothing label based in Melbourne, with an office and production in Bali. I joined when the brand was still small and had the opportunity to help expand the production team. It gave me a really valuable understanding of the logistics and realities of running an independent fashion brand. I was working there while building Dirt on the side and made the leap to focus on Dirt full-time towards the end of 2022.

DIRT: The brand originally began with a desire for a sandal that would fit the climate we lived in but still feel distinctive in its design. We connected with Sulis, a shoemaker here in Bali, who ended up playing a big part in the early development of the brand. We worked very closely with him and his pattern-makers to prototype our first square-toed platform sandals. We wore them everywhere and eventually our friends started to ask us to purchase pairs, and that's when we realised there was a demand for what we had created. Shortly after, we built a simple website, opened an Instagram account and started taking preorders. By 2021, our focus shifted to what’s now our most recognisable product: the Range sole. Balancing two jobs each and a tight budget, it took us about a year to develop and prototype our initial Range Boot. We tackled that project with a real naive persistence, that definitely worked in our favour.

 

GOODHOOD: This November marks 5 years of Dirt, congratulations! If you could go back to day 1, what piece of advice would you each give yourselves?

SARAH: Knowing what I know now about the fashion industry, manufacturing, and running a business, I would tell myself to look into the bigger picture right from the start. But I also have no regrets! I am proud of Dirt's organic evolution as Andrea and I continue to learn and adapt.

ANDREA: Time flies! I try to keep looking forward, but if I could go back to day one, I’d probably tell myself that figuring it out as you go is just part of the process. In the beginning, we put so much pressure on ourselves to have all the answers and do things “the right way”, but honestly, most of what’s shaped the brand has come through trial and error and staying open to change. Also, celebrate every win! This industry moves fast, it’s so easy to get tunnel vision and go straight onto the next thing, but there’s so much value in pausing to acknowledge even the little achievements.

GOODHOOD: What did you both initially set out to achieve when you founded Dirt, and in what way has that changed in the last 5 years?

DIRT: When we started Dirt, it was really just about filling the gaps in our own wardrobes. We weren’t thinking about trends or building a brand, we were just making things we genuinely wanted to wear. It was super organic, led by our own style and curiosity. We had no proper business plan or roadmap, we just followed our instinct and learned by doing. Having said that, even in those early days, we’d throw around these half-delusional ideas, like seeing our shoes on artists we loved or showing during fashion week. It felt like wishful thinking, or maybe just us entertaining ourselves, but looking back now, it’s kind of surreal to realise that some of those far-fetched ideas have actually come true.

Designing the Range sole marked a bit of a shift for us. It pushed us to think more long-term; not just about individual pieces but about building something with its own design language and point of view. Now, in our fifth year, we’re a lot more intentional in how we create and communicate, but that same sense of play and problem-solving is still at the core of what we do. The work has to feel fun. More recently, we’ve started to see how this project could grow beyond just the two of us, we’re leaning into that while staying true to what made Dirt feel personal in the first place.

 

GOODHOOD: Dirt is considered to be a sustainable manufacturer. Can you go into this a bit more, and why it is so important to you both as people, and to Dirt as a label. 

DIRT: We care deeply about how and with whom we make our products. From the beginning, it’s been about building strong, collaborative relationships with the people who help bring our ideas to life. We’ve always had a very hands-on and intuitive approach to designing, we’re more about experimenting and reacting in the moment than following a strict plan. When we started the brand in Bali, being close to our makers meant we could work that way naturally; testing ideas in real time, tweaking things on the spot, and learning directly from the people making our products. That close, collaborative energy shaped the way we work, and it’s something we’ve carried forward ever since. As our designs have evolved, we’ve moved production to a family-run factory in Guangzhou, China, mainly for technical reasons. But that same spirit of collaboration and closeness has carried through. We still work closely with our production partners, and it's been really inspiring to build a relationship with a whole new team and learn from a different culture. Ultimately, our focus has always been on making things with intention, and on nurturing the relationships that support that process.

GOODHOOD: With no formal background in fashion design, you’ve come bursting onto the scene with playful, experimental, unique designs. What advice would you give to those wanting to start out, but not sure on where to start?

SARAH: Thank you! I would say, just do it! Can I steal Nike’s slogan here?

ANDREA: Thanks for the kind words! We’ve still got so much to learn, but I think the best advice I can give to someone wanting to start a brand is to just create, and keep creating. Put your work out there. It’s so easy to be hypercritical or to compare yourself to others, but everyone’s path looks completely different. Keep making things, something will stick and you’ll find your visual style or voice. Also, foster your community and be collaborative! Reach out to the people whose work you admire, it means so much. Some of the best messages we’ve gotten are from people who simply wanted to say they love what we do. We don’t give each other enough flowers, but we really should.

 

 

GOODHOOD: Favourite product from SS25?

ANDREA: It’s always a little nerve wracking launching a new style, but for SS25, I'm excited about the Range Slides. I think they're going to become a staple in my wardrobe and hopefully in our customers' too. I'm excited to wear them this summer!

SARAH: The Range Mules will always be one of my favourites; they’re so versatile. I've worn them for nights out, to the office in Bali, and even trekked through NYC in them. The Range Thongs are another go-to! In both heel heights.

 

GOODHOOD: What’s on the horizon for Dirt?

DIRT: It’s a really exciting time for the brand, we’ve gone through a lot of changes over the past year. Our team is growing and we’ve started to work with some talented people that really believe in the brand and who’ve had a big impact on us. We’re currently in development on upcoming seasons: AW25 will launch later this year, and we’ll be showing SS26 in Paris this October, with new silhouettes in both footwear and swimwear. We’re also super excited to be entering the wholesale market and introducing the brand to some amazing retailers globally. Being at Goodhood is a big milestone for us, it’s one of our favourite stores, so to be here is a real honour. Thank you so much for having us!