About

Dusty Creek was born from behind a camera — out where the red dirt settles deep and stories are lived, not staged.

What started as rural photography soon grew into something bigger. Something we could wear. Something we could build. A family-owned clothing brand built for those who live life on the land — and the little ones coming up behind them.

I’m Jess, founder of Dusty Creek and mum to Lacey — who’s now just as much a part of this journey as I am. Raised on cattle stations across the Northern Territory, I grew up chasing dust, light, and honest moments — and started this brand with a camera in one hand and a story to tell, and trucker caps in the other. Together, we’re building more than just a business. We’re building a legacy.

Lacey studies by distance education and helps in the shop once school is done — packing orders, folding stock, capturing behind-the-scenes content. She’s learning how a business runs, how to back yourself, and how to work with heart. She is the next chapter of Dusty Creek — and the reason I kept going when the spark was almost gone.

Because there was a moment I almost gave it all up.

Running a business in a rural town isn’t always easy. Between shipping delays, staff shortages, algorithm battles and burnout, I lost sight of the “why.” But somewhere in the thick of the wet season — worn out, weathered, and second-guessing everything — I found it again.

The “why” was never just the caps or the clothes. It was always about connection. To place. To people. To purpose. And to the girl beside me, watching it all unfold.

At Dusty Creek, we design country clothing for real life — for dusty utes and late starts, for footy fields, rodeo runs, and school pick-ups. We don’t chase trends. We create pieces that feel like home and wear like your favourites from day one.

This brand may have started with me, but it’s growing with Lacey — and with every customer who’s ever worn our name across their cap, tee, or sleeve.

Thanks for being part of our story. There’s so much more to come.

— Jess & Lacey
Dusty Creek