Free Dirt apparel on display for guests and newly anointed "Dirt Heads."

Party guest Michael Wasserman hams it up with the "Dirty Sanchez" T-shirt.

Local favorite Tnt Deejays helped the Dirt Heads shut the party down.

Party guests show off their Free Dirt hats on the dance floor.

This past Saturday North Beach played host as “dirtheads” flooded in for the launch of Free Dirt, a local brand with a healthy dose of in-your-face attitude celebrating the arrival of a new online store and men’s clothing line featuring brightly-colored jackets, hats and (it’s true) a t-shirt dubbed the Dirty Sanchez*. On the scene: friends, bloggers and photographers hitting the dance floor and downing mini tacos.

The Free Dirt Twitter feed was highlighted on the dance floor so partygoers could look for cues to throw up drawn-on finger mustaches for chances to win Free Dirt apparel. I tracked down designer Peter Vandendriesse to gain some additional insight into his dirt-y world:

Your clothing fits the high energy of your launch party. How do you describe the Free Dirt aesthetic?

All of our apparel features bright and clean designs influenced by the rural, gritty lifestyle. This matchup- rad meets rural – sets us apart from other brands and attracts the type of guy we hope to dress.

How did you come up with the name Free Dirt?

I founded the company a little over a year ago as a side project for my dirthead friends in Davis. These friends, who love to cause a ruckus, have a knack for making good natured people feel very uncomfortable. Their actions, and the sight of a “free dirt” sign on a long drive back from Vegas, are what sparked the brands creation. 

Friends join Free Dirt designer and founder Peter Vandendriesse, who was sporting the Windsnapper jacket.

View the complete Free Dirt’s collection in the online shop.

Photography by Sara Iravani

*If we end up ranking in Google for this phrase, well, I guess that’s just gonna have to happen. A whole new readership awaits!