Company founder addresses Dirtroit controversy

Posted at 5:48 PM, Apr 19, 2016
and last updated 2016-04-19 19:00:03-04

It’s not what was said in a post Pistons' game interview Sunday with Reggie Jackson that has been getting a lot of backlash, but rather what he was wearing.

The internet was in an uproar after the point guard was seen with a hat labeled ‘Dirtroit.’ The hat is made by the clothing company, The Dirt Label.

It’s owner, Christen Morris who does not know Jackson, told 7 Action News he was happy to see the Piston sporting his brand.

“I thought it was pretty cool, actually.  Reggie, I don’t know. Reggie was just a fan of the brand and he probably liked what it stood for as well,’ said Morris.  "So when I had first saw it I thought it was awesome, actually.”

Morris was surprised to hear about the backlash. A lot of the merchandise in his flagship Royal Oak store has Detroit themes. The Dirt Label’s warehouse is stationed in Corktown.

The proud Detroiter says the ‘Dirtroit’ on Jackson’s hat is a mash-up of his hometown and the label.

“It was a play on words - a friendly play on words,” said Morris.  “I think a lot of people, who didn’t know our brand, they saw it and just interpreted it as a dis on Detroit.  But we’re merging the whole dirt aspect with the Detroit aspect.”

Jaskson was quoted by the Detroit News saying, “Fans don’t trip on me when I wear a Pistons' hat. We’re not afraid to get dirty; we don’t play fair.”

Morris agrees, “Detroit is a blue collar city. I mean, we all have to get our hands dirty. We have to roll up ourselves.”

The Dirt Label is a hot clothing line worn by celebrities like Lil Wayne.

Morris has even collaborated with Madonna and her son Rocco Ritchie recently.

Morris thinks while the brand might be nationally known, back here at home people might not know as much about the company and that led to the misunderstanding about the brand’s play on words.

“Because we started out as an online company and had national attention, people didn’t realize we were from Detroit,” said Morris.  “So a lot of times we kind of got overlooked.  Which is a good and bad thing, I think at the end of the day.  I think it’s pretty good to be nationally known.  But you also want your home town to root for you as well.”

Morris is so proud of Detroit, he plans to keep his flagship store here in the metro area even though his sales have gone international.