Eat Dust isn’t your average fashion brand. For starters the founders don’t care much for fashion…
The Eat Dust mission statement is simple: “A brand fuelled by friendship and mutual interest. We are not into making fashion. This is about proper garments and good design that will stand the test of time.”
The company is based in Antwerp, Belgium, and offers a great range of denim jackets and jeans – the 673 Service Jacket for example is made from hard-wearing Japanese denim with all-over signature print on the inside and distinctive signature Z-bar stitching on the chest pocket. We met the two guys behind the brand, Rob and Keith, at Art and Wheels.
How did you two end up in business together?
Rob: We met in Antwerp ten years ago working for VF [a clothing distribution company]. Keith was looking after Lee, I was looking after Eastpak. We were already riding bikes. We started Eat Dust six years ago with two pairs of pants: Boot Cut 63 and Jack 6773. We fuck with numbers all the time.
How big is the company now?
Rob: We’re still a two-man company. Keith is full time. I’m part-time. We do all our own stuff.
Where’s your main market?
Keith: Europe. Germany is good for us. We’ve got 15 outlets. We’re in Holland and Belgium and we sell in England through five or six stores including Bolt Motorcycles in London.
Is Eat Dust a biker brand or a fashion brand?
Rob: We love bikes but we’re a denim brand. We take influences from the street.
Keith: We’re both ex-skaters. We certainly don’t do any protective armour in our denim. If you go down, you get what’s coming.
Is this your first time at Arts and Wheels?
Rob: Yeah, last year clashed with a chopper show in Belgium. It’s a 1960-style, ride-in show.
Keith: This and the Belgian show are a bit like the Trip Out in the UK.
Tell us about your Ironhead chopper
Rob: I had an Ironhead chopper before this one. I came up with the ideas and guy built it for me. It had a full-race motor but it was so hard to kick-start and eventually I broke my ankle. Then I saw this Ironhead, bought it and sold off my other one.
And this starts better?
Rob: This has a softer engine and isn’t a problem. Ken from Yokohama did the artwork – he painted it over a two-month period. It’s got a single downtube Sugar Bear frame [Sugar Bear is an LA chopper shop] and springer forks. The engine is a 1969 Ironhead XLH and it’s stock.
What about your bike Keith?
Keith: It’s a 1960s FLH Pan-Shovel. I’ve owned it for seven years and it’s kind of evolved to the point that the carb and transmission are the only things left from when I first got the bike.