About Us

Our Story

rökitttää was born from the trenches of sport, the weight of loss, and the fire of relentless competition. Our founder, Dustin Steedman, spent decades coaching rugby, football, and wrestling, guiding athletes from youth leagues to high school state championships, to collegiate national championship tournaments. But the brand wasn’t built on wins alone. It was forged through learning to overcoming adversity and transfer that to the athletes he coaches. 

After coaching his twin sons to collegiate rugby success, Dustin joined the college coaching ranks, helping lead a team to a top three national finish. Then came a life-altering moment: the loss of his son Aaron. In the face of unimaginable grief, Dustin and his son Jaylin continued to compete, coach, and lead. rökitttää emerged from that season, not as a business idea, but as a personal mission.


Our Mission

We design luxury athletic apparel for those who show up, no matter what. rökitttää is for the competitor who trains through pain, leads with purpose, and earns their pride. When you wear our gear, it reflects that mindset: bold, unapologetic, and built for performance.

rökitttää goes beyond apparel. We believe true toughness is built both on the field and in the mind. That’s why our founder continues to personally coach athletes, not just in physical performance, but in mental resilience. Whether it’s overcoming setbacks, pushing through doubt, or finding clarity in chaos, we help athletes build the mindset to match their muscle.


 Why rökitttää

  • Inspired by Finnish grit: The name rökitttää pays homage to the relentless spirit of competition.

  • Built for competitors: Our apparel is engineered for athletes, leaders, and anyone chasing greatness.

  • Forged in real life: Every stitch carries the story of showing up when it’s hardest and pushing others to do the same.

  • Driven by mentorship: Our coaching philosophy is rooted in earned pride, mental toughness, and showing up for yourself and your team.

We carve out space with grit, not grace. We lose with honor, not excuses. And all of our wins come with no regrets.