Meet Rico Griffin | Fashion designer & Founder of Dire

We had the good fortune of connecting with Rico Griffin and we’ve shared our conversation below.

Hi Rico, how do you think about risk?
Risk has been part of everything I’ve done. I’ve never followed a traditional path — I built Dire off instinct, off vision. From the start, I knew I was doing something different, and that meant stepping into the unknown. A lot of people took a chance on me early, and I don’t take that lightly. Their belief gave me the space to take risks and really lean into who I am creatively. Every move I’ve made — from launching the brand, to how I show up in fashion — came from trusting myself. That mindset is what drives Dire. It’s about pushing boundaries and doing it with confidence.

Alright, so let’s move onto what keeps you busy professionally?
I’m building a world around a feeling. Dire stands for urgency, edge, and expression. Every collection tells a story — about where I’m from, what I’ve seen, and where I’m going.

What sets me apart is the way I approach fashion — I’m not trying to follow what’s hot, I move off instinct. I trust energy. I trust timing. I’m proud of how raw and real this brand is. It started with nothing but an idea and a few loyal people who believed in it — and now we’re creating something people feel connected to. That’s powerful.

Getting here wasn’t easy. I started young. I had to learn fast — how to juggle school, work, my career, and still stay focused on the vision. There were times I wanted to quit, but I had to remind myself: pressure builds diamonds. Every setback taught me how to adapt, how to lead, and how to protect my peace while still chasing the dream.

If there’s one thing I want the world to know about me and Dire, it’s this: we’re not here to fit in. We’re here to shift the conversation. This brand was built from love, from pain, from late nights and big dreams. It’s for the ones who know they were made for more.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
We’d start with shopping in Union Square, just catch the vibe, maybe grab a few things. After that, brunch at Cracked & Battered — that’s one of my go-to spots. The food always hits and it’s got a chill energy to it.

We’d spend some time in Golden Gate Park, probably head to Hippie Hill — that’s where you feel the real soul of the city. Music, creatives, all types of energy flowing through there.

Later in the day, we’d slide to 4505 Burgers & BBQ — laid-back but always good. If we’re doing dinner on a different level, it’s Che Fico — that spot feels elevated but still warm, still real. And Souvla is a must. Clean, fast, and reliable.

To wind down, we’d hit Baker Beach for sunset and ride through The Presidio — that drive, that view… it clears your head. SF is a city with layers. You just gotta know where to look.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I owe a lot to the people who’ve supported me along the way. First, my family — their love and belief in me laid the foundation for everything I’ve built. Even when the vision wasn’t clear to everyone else, they stayed solid.

To my friends in the Bay — thank you. From the late-night photoshoots to the early morning brainstorming sessions, y’all helped grow Dire from an idea into something real. That kind of creative energy and consistency made all the difference.

And a major shoutout to the Dire team in Chicago: Ja’Mycheal, Alan, Adian, Javon, and Ethan. You’ve been with me from day one, helping shape this brand into what it’s becoming. This isn’t just my journey — it’s ours. Dire is built on community, trust, and motion.

Instagram: @Rico_109 , @Dire.chicago