Hawaiian Real Dirt Shirts

Business Success: How Hawaii's Dirty Red T-Shirts Were Invented

Mar 26, 2008 Janienne Jennrich

Read this Hawaiian paradise business success story about how one company overcame disaster, literally turning rags to riches and ended up prospering and making money.

On September 11, 1992, Hurricane Iniki, a category 5 hurricane, made a direct hit on the garden island of Kauai. Located in the lush hills of Kalaheo, behind what is today's Brick Oven Pizza, was a business called Tropical Shirts--a small "mom and pop" silk-screening operation. After Hurricane Iniki hit, the (then) owners assessed the damages. Among the spoils, they found messy cases of blank white t-shirts, partially stained with Kauai's famous red dirt.

Hawaiian Island Kauai's Red Dirt

Kauai is known for its red dirt. This substance is basically rusted volcano rock, turned into dirt over millions of years. Because Kauai is the oldest of the Hawaiian Islands there is more erosion there and therefore, lots of rusty red dirt. The soil's red color is due to the fact that it contains a large amount of iron oxide.

Kauai locals recall being scolded as children for getting the red dirt on their clothes. Parents knew that once clothing was stained with the local dirt, it was stained for life. They knew of no way to remove the stubborn redness. In fact, the red dirt is well known for its strong staining property and is the reason behind the Hawaiian custom of removing one's shoes when entering a home. Knowing these things, the owners of Tropical Shirts thought the reddened inventory was certainly ruined and a complete loss.

Growing a Business up from Disaster

The owner, not being one to give up easily, wondered how to save his ruined t-shirts and possibly make some money in the process. He was determined to figure out a way to remove Kauai's red dirt from fabric.

However, around that time a friend suggested the owners simply finish the job. His idea: completely dye the shirts with the red dirt and call them Dirt Shirts. The owner, always game for a quirky business idea thought it was brilliant. His partner and wife did not share the same enthusiasm. At first, the story goes, she told him he was crazy.

Inventing Dirt Shirts and Dealing with Customer Demand

Nevertheless, both being artists, the mom and pop shop owners soon went to work on creating the first "Dirt Shirt." The first time the red Dirt Shirts were seen was in 1994 at Ho O Lau Lea in Poipu. To the couple's surprise, the Hawaii locals quickly mobbed the sales booth and bought up every single shirt. To keep up with the great demand, the owner had to go back to the shop that night to make more. At first it was local people buying the Dirt Shirts. Later, tourists began buying the shirts as Hawaiian vacation souvenirs to bring home.

Real Dirt Shirts - The Business Today

The Real Dirt Shirts line of clothing is organically dyed in 100% pure red dirt. The company uses no harsh chemicals or dyes and an all natural dyeing process. After one wash alone, the t-shirts may be washed with like colors.

Some of the fun designs and sayings offered are:

Older than dirt
How's My Attitude? 1-800-EAT-dirt
Life is Short - play dirty (Hawaii)
Hawaiian flowerband design

Real Dirt Shirts may be purchased at MailOrderHawaii or RealDirtShirts online.

Over time the company has gone through changes. Currently "Real Dirt Shirts" is owned and operated by another owner. Still, however, its roots will always go back to a wet, windy disaster called Hurricane Iniki.

The moral of the story? One never knows what will launch a business into success. Sometimes it's just a lot of hot air.

Please also see Hawaiian Vacation with Grandkids, Etsy Sells Handmade Arts & Crafts, and Franko's Maps: A Business Success.

Resources:

Special thanks to Peter (a Hawaiian local) at Hawaiian Resources Co., Ltd., which distributes "A Lovely collection of Hawaiian books, stationery, postcards and Monoi Tiare Tahiti products" for inspiration and advice.

Special thanks, too, to Eric at Real Dirt Shirts

The copyright of the article Hawaiian Real Dirt Shirts in Business Profiles is owned by Janienne Jennrich. Permission to republish Hawaiian Real Dirt Shirts in print or online must be granted by the author in writing.