100% cotton shirts are placed in a mixture of well water and specially selected P.E.I. red dirt. Over time the shirts take on the rich red hue of the Island’s soil. Additional natural ingredients are then added to the basic solution to enhance colour fastness. Finally, the products are washed and dried to perfection! Now the red dirt that continues to make household chores a challenge on the Island creates unique, attractive clothing exclusive to Prince Edward Island and P.E.I. Dirt Shirt™.