Ever since disc jockey Allen Freed first coined the phrase "Rock n Roll" in 1951, our American identity would forever change reflecting the intersection of music, fashion and culture.
Music prompted the youth of the late 1950's and 60's to become more discontent with political issues and to take action in the form of protesting and activism. Not only did these artists and their music make an impact by provoking thought and action in its listeners, it also provoked change in physical appearance. The youth of the 1960'S dressed according to the subculture in which they were immersed. From the clean cut "collegiate look" of folk music, to the "hippie movement" of Jimi Hendrix, to the care free "surf lifestyle" of The Beach Boys, it's only natural that music and fashion intersect given the cultural impact of the mediums.
In 1996, in a small four story walk-up apartment, coined the ten-cent apartment with the million-dollar view, just minutes from the famed Haight-Ashbury district in San Francisco, two musicians, Doug Canning and John Alves, formed what would become the first authentic entertainment brand in the music industry. For the last 12 of the 57 year history of rock n' roll, Dirtbag Clothing has embraced the core culture and subculture of music and the artists that comprise it. Dirtbag is proud of the fact that it has created the first apparel brand that authentically captures our unique American identity. On any given night, somewhere in the United States a rock star takes the stage wearing Dirtbag Clothing.
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