Why I Built Dirty Ro’s
A note from Roland, co-founder & resident foul-mouthed troublemaker.
I didn’t build this brand to make t-shirts.
I built it because I felt fucking invisible.
After retiring from the military, I found myself in a world that didn’t speak my language anymore.
A world where truth gets filtered, humor gets punished, and everyone’s walking on eggshells hoping not to get canceled.
I spent over two decades serving. I’ve seen what leadership looks like—and what it doesn’t.
I’ve watched morale break, seen lives change, and learned how humor can carry you through the worst kind of hell.
The World Got Soft. I Didn’t.
When I retired, I looked around like...
“When the fuck did everybody get so scared of words?”
Everywhere I turned, it was safe, sanitized, and spineless.
And the worst part?
Guys like me were being told to sit down and shut up.
That didn’t sit right.
So I said screw it—I’ll build the thing I wish existed.
What Dirty Ro’s Really Is
It’s not just gear. It’s a gut check.
It’s:
- A way to say what you feel without having to explain yourself
- A permission slip to be bold, dirty, sarcastic, and real
- A release valve for people who’ve seen some sh*t and earned their humor the hard way
Dirty Ro’s is my rebellion.
It’s how I speak when the world tells me to be quiet.
It’s my way of carving out a space for misfits, smartasses, vets, and anyone who refuses to water themselves down.
I Live By a Code
We call it the Dirty Ro’s Creator Code, and it’s simple:
- Punch up, not down
- Roast everyone—including yourself
- No hate, no cruelty
- Be intentional, not just edgy
- If it’s lazy or mean, toss it
- If it’s fearless and funny—print that sh*t
For the Ones Who’ve Been Told to “Tone It Down”
This brand is for:
- The grunts, the shop dogs, the bag-throwers
- The women with sharper tongues than their husbands
- The veterans with zero filter and no time for bullshit
- The ones who use dark humor to survive
- The ones who’ve earned their voice—and won’t lose it now
I built Dirty Ro’s for me.
But if you’ve ever felt like the world doesn’t know what to do with you anymore—
maybe I built it for you, too.
Wear it. Speak loud. Regret nothing.
—Ro
