Behind the purple brand (Dirt Addict) are three women with the passion for connecting people through various skills and abilities. Started in September 2019, Dirt Addict socks, an outdoor adventure sock brand, were shelved in cycling shops around the Western Cape and sold at Christmas markets. In 2020, Dirt Addict was re-aligned with a bigger vision, to serve the women’s active community through providing an affordable brand that the beginner cyclist could feel comfortable in and relate to. Quickly it extended to running, and as many more women joined, the focus shifted to creating a space for women to connect through being active. The brand continues to extend it’s reach to all-levels of cycling and running women, with the goal to grow from the Northern Suburbs of Cape Town to a global footprint.