These Bali-Based Designers Are Making Boots for the Ethical It-Girl
From bold-soled heels to classic mules, meet the design duo behind fashion’s new footwear obsession.
Think of the coolest girl you know: she probably has a pair of Dirt boots in her closet, or at least on her wishlist. The footwear label was launched back in 2020, and has quickly become the name on everyone’s lips in the most fashionable circles. Making bold, eye-catching styles for all seasons, Dirt has you covered year-round with ruched, knee-high boots and heeled flip-flops.
Building the successful brand from the ground up, founders Andrea Norberg and Sarah Doyle first connected over a shared love of design. Debuting their own prototypes around their inner circle, they realized there was a demand for their creations. Just like that, Dirt was born, and they haven’t looked back since. With ethically-sourced materials and a limited-batch production style, Dirt is the modern shoe brand of our dreams. Every pair stands out in the crowd, and every step tells a story.
Almost six years since the brand was founded, Dirt is a household name in the industry, and it’s only getting bigger. On the street, a pair of Dirt shoes are instantly recognizable, from the ridged, rubber sole of the brand’s Range collection, to the artfully gathered shaft of a calf leather boot. Now stocked in some of your favorite shopping destinations, if this brand wasn’t already on your radar, it is now.
Name: Andrea Norberg and Sarah Doyle
Location: In between Bali and London
Occupation: Co-Founders of Dirt
We didn’t initially set out to start a brand. We met in Bali and bonded over a shared interest in design. Indonesia has very high import duties, but it also has a strong culture of small-scale artisans, which creates a really interesting environment for creative experimentation. We started talking about the lack of statement footwear that actually worked in tropical heat, and that’s how our first design came about: a pair of ’90s-inspired platform flip-flops in bright leather colorways. Friends began asking us for pairs, and that’s when we realised there might be a real demand for what we were making.
How much does Balinese culture influence your designs?
Our backgrounds are very different. Sarah was born and raised in Western Australia and moved to Bali about ten years ago. Andrea is half Balinese, half Swedish. It’s our cumulative experiences that shape the brand rather than one specific place. Having said that, Bali has had a huge influence on how we work. Life there is much more laidback than in traditional fashion capitals, and building the brand from an island in the early years took a lot of pressure off. It allowed us to develop ideas more organically, without the constant feeling of having to compete or keep up.
A couple of years ago, we moved manufacturing from Bali to Guangzhou, China, to develop our Range sole. Balinese shoemakers don’t typically work with mould-casting or more technical footwear, so sourcing elsewhere was necessary to bring that design to life. China made the most sense for us geographically. All of our leathers are sourced there as well, and many are customised or hand-finished to achieve specific textures or worn-in effects.
How much does sustainability play a part in the design process?
One of the most important parts of our design process is creating shoes that bypass trends. Even though our designs are bold, we want the wearer to feel comfortable and confident, and to come back to the same pair season after season. Longevity is key. We’re also mindful of the materials we use. All of our leathers are chrome-free, and we produce in very small quantities to avoid excess stock. As the brand grows, we’d love to explore more sustainable leather and rubber options.
The Range Mules are probably our favourite staple. They were the second style we developed using the Range sole and instantly became a customer favourite. It really feels like a prototype for the kind of product we want Dirt to be known for: versatile, trans-seasonal and easy to style. We’ve carried it through every season since launching and don’t see that changing anytime soon.
Do you have plans to branch out from footwear in the future?
In the early years, we experimented a lot across different product categories. The brand wasn’t as structured then, which gave us space to play. We launched our signature bikini in our second year, and it really resonated with our customers. Every time we tried to remove swimwear to focus solely on footwear, there was pushback, so now Dirt is firmly a footwear-and-swimwear brand. There’s definitely room to explore more in the future, but right now we’re focused on refining what we already do. Collaborations with brands in other categories feel like a natural next step.
We want to spend the next few years really honing the technical side of our footwear. Comfort is a huge part of how we design, and while our shoes are already comfortable, there’s always room to push that further. We’re also excited about introducing more signature silhouettes. Working with a sales agency over the past year has opened us up to new markets and retailers, so ideally, the next five years will see Dirt in more brick-and-mortar stores around the world. Maybe even our own retail space one day!
