Eat Dust is a Belgian denim brand founded in 2010 by longtime friends Rob Harmsen & Keith Hioco in the city of Antwerp.

Both were raised on a diet of skateboarding and a healthy dose of punk rock, which instilled a DIY attitude in them.With years of experience in the fashion world – including work for brands as varied as Raf Simons, Essentiel, Diesel, G-Star and Lee – they decided the time was right to venture out on their own.

At the heart of Eat Dust lies Rob & Keith’s headstrong and rebellious nature. They merge classic menswear and their love for denim with a wide range of influences, drawing from old Western styles, military wear, Americana, motorcycling, skateboarding and musical subcultures. Always with an open mind and a need to push forward. The result is a contemporary lifestyle brand with an outspoken attitude.

Eat Dust was founded on the principle of an uncompromising vision and the pursuit of quality, integrity and originality. This includes taking a stand against many of the appalling practices of today’s fashion industry. All production, sourcing and fabric development is retained in Europe, because Eat Dust attaches great importance to craftsmanship, tradition, expertise, human dignity and respect. Plus, proximity makes working together a lot easier.

Eat Dust does things their own way, with conviction and according to principles they determine to be crucial. Staying humble is key, because what’s right for Eat Dust may not be right for everyone else.Eat Dust believes that a responsible and engaged brand is a healthy one, but that doesn’t mean it’s a perfect company. Far from it. But it’s a hell of a good place to start.

Words by : Bjorn Dossche

Eat Dust- Western Chambray