About Us

Our Story

rökittää was shaped by years of coaching, competition, and personal growth. 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 helping athletes do the same. 

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. rökittää 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. rökittää 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.

rökittää 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 rökittää

  • 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.

Our Ethos 

no remorse | no regrets | no excuses | just forward

It’s not about perfection. It’s about showing up, learning, and moving forward, every day.

Join Us Whether you're an athlete, entrepreneur, coach, or supporter, rökittää is built for you. Explore the gear, share the mindset, and be part of something bigger.