Dirty Manners was born from a longing—a deep-rooted love for the outdoors and a curiosity to inspire better manners towards the planet. In the heart of the city, the hustle and bustle of everyday life made us feel like something was missing—a connection to something real, something natural.
That craving led us to the pristine wilderness of Lapland, Sweden. My husband Kai, my cousin Francesco, and I embarked on a canoe and camping trip that took us away from the noise of urban life. Each day, we found new campsites, collected water from the lake, and embraced the simplicity of nature. It was in these moments, disconnected from the modern world and relying on the resources we had around us to survive, that we realized the importance of preserving nature—not just for the planet, but for our well-being and mental health.
Returning to the city, the contrast was stark. The urban environment, with all the concrete, traffic, and noise, felt even more disconnected from nature. This realization sparked the idea for Dirty Manners. We wanted to create more than just clothing; we wanted to inspire a lifestyle that allows us to feel more connected to the natural world. While this might sound a bit hippie-ish, it should not come as a surprise that we seek a nature-feeling in what we wear.
The wonder, peace, and quiet pleasure of being by the sea, surrounded by trees, or on top of a mountain—having made the effort to get there—is well documented. Many scientific studies have linked time spent in nature to greater well-being. Just being in a wooded area boosts your immune system and reduces depression and anxiety. Our forest bathing event was inspired by research on how these natural environments enhance health. Similarly, studies have shown that being in water, whether swimming or simply being near the sea, can lower stress levels, improve mental clarity, and increase overall happiness.
Our launch campaign shoot in Singapore ended up being proof of this philosophy. Anyone who lives in Singapore knows the rain can be EXTREME, and during our shoot, it felt like the skies opened up just for us. Instead of letting it derail the whole shoot, we embraced the rain and met the challenge head-on with a sense of play. We were concerned about everyone's comfort, but it was incredible to see everyone embrace the elements—models jumping in mud puddles, removing their shoes to be closer to the earth. In the end, the weather gave us the mood we needed for the story, and some of the best images came from the models just feeling free and in the moment. That’s what Dirty Manners is all about: finding joy in the unexpected and not being afraid to get a little dirty.
This philosophy carried over into our collaboration with Vogue Singapore, a pivotal moment for us. I can be a little camera shy, but seeing myself in the pages of Vogue magazine felt really surreal. (Francesco, on the other hand, took to it right away—a natural model, I must say.) Still, the validation we received by being acknowledged by such a historic institution let us know we were on the right track. We took the opportunity to create a limited edition hoodie made of 100% recycled materials for Vogue Singapore’s second anniversary, and the result highlighted our commitment to style without compromising on sustainability. Those light grey hoodies, crafted from recycled materials, symbolize our belief that fashion can be both timeless and eco-conscious. I still get people asking me where they can get one (sold out, sorry!).
Creating those hoodies for Vogue helped us really nail down the core tenets of our design philosophy: creating timeless silhouettes that surpass fleeting trends—pieces that will be wardrobe staples for years to come. But not only that, pieces that you can wear in the city, to work, and easily transition to a trail walk if you wanted. Our pieces are your companions for life, adapting to the ebbs and flow of your day. As Desmond, Editor-in-Chief of Vogue Singapore, so rightly put it, where "outdoor utility meets urban edge".
While there is so much more I'd love to share with you, let me wrap it up with a final message for the modern explorers out there:
Embrace the dirt. Embrace the grit. There is a beautiful freedom and confidence we stand to gain by exploring something unknown and embracing that journey. We see the dirt as a badge of honour, as true beauty often lies in the mess, the imperfect, the real. Let's rediscover this innate human connection to the natural world that we all deserve.
For the Love of Dirt,
Annelieke <3
