In 1997, this family-owned Island business decided to take a leap and stain clothes on purpose! And they’ve been doing it ever since!

“The Island’s rich red dirt has long been known to colour clothing. Instead of trying to get it out, why not help put it in?”

After hundreds of muddy trials, they eventually fine-tuned the dyeing process.

100% cotton shirts are placed into a mixture of well water and specially selected P.E.I. red dirt. Additional natural ingredients are then added to the basic solution to enhance colour fastness, and overtime the shirts take on the rich red hue of the Island’s soil. Finally, the products are washed and dried to perfection!​

Now, the red dirt that continues to make household chores a challenge on the Island creates unique, attractive clothing exclusive to Prince Edward Island and P.E.I. Dirt Shirt.