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Dicks Don’t Lie

Often when we hear customers giggle, we know they must have stumbled upon the cheeky products designed by Roger, the man behind Dicks Don’t Lie. Of course we are curious to hear the story behind his brand so Anna took a train to Maastricht and met him in the studio where he creates his hilarious pins, cards, caps and prints.


Hey Roger, could you give us a glimpse into your background and what kickstarted your creative journey?

Roger: Absolutely! So, my creative adventure began in multimedia design in Eindhoven when I was 16. However, I soon realized I wanted something more hands-on. I studied Graphic Design at the Media & Design Academy in Belgium and gained valuable experience working at various Design Studios in Den Bosch and Maastricht. I even embarked on the journey of establishing my own design studio. I engaged in diverse projects, collaborations with prominent brands, and endeavors in product, branding, textiles and packaging. As I became more established in this career path, I made the decision to pursue my dream of establishing my own brand.

Sounds like quite the ride. So, how did you transition from all that to launching “Dicks Don’t


Well, as I was busy shaping brands for others, my desire to embark on my own brand adventure just couldn’t keep still. I asked myself, ‘What could forever tickle my fancy and serve as a perpetual wellspring of inspiration?’ You see, from the time I was a wee lad, I’ve been doodling cheeky witticisms like willies & boobies on just about anything that would stand still. I have an affinity for a playful, childlike perspective on nudity. It’s a celebration of nature, entirely ordinary, and genuinely hilarious. And when it comes to humor, it’s the essence of life’s secret recipe.

Now, these quirks of mine were just biding their time in the recesses of my mind until a hilariously random incident took place during one of my pottery classes. People were swiping my pottery creations left and right, which got me thinking, ‘I need something to put a stop to this nonsense!’ So, I started carving dicks on the bottom of my pots. One day, while grooving to Shakira’s “Hips Don’t Lie,” it hit me like a lightning bolt – I wrote ‘Dicks Don’t Lie’ right next to my artistic endeavors. And let me tell you, seeing it all come together made my heart skip a beat. That was the eureka moment! I rushed home faster than you can say ‘Dicks Don’t Lie’ to snag the domain And that’s how ‘Dicks Don’t Lie’ burst into existence, driven by the kind of childlike humor we all secretly adore.

That’s quite the story! Could you walk us through your creative process?

Sure thing! My creative process usually starts with an idea and then takes on a life of its own. It can be pretty chaotic but in an exciting way. I juggle various aspects like design, packaging, getting feedback from friends, and streamlining everything. Some products come together in the blink of an eye, while others take months to perfect. I’m a one-man show, handling everything from the design to packaging.

Sustainability is a big deal these days. How do you bring sustainability into your work?

Sustainability is a big deal for me too. While I source some materials, I prefer dealing directly with suppliers to cut down on environmental impact and print lower quantities. I’m all about eco-friendly packaging and biodegradable materials whenever possible. Plus, I put a focus on local production, using friends to help me screenprint, and implementing non-toxic dyes to keep our environmental footprint in check.

That’s awesome! Do you have any favorites among your creations?

Oh, picking favorites among my creations is tough, it’s like choosing a favorite child! But if I had to, I’d say I have a soft spot for “nude dude,” a crocheted doll inspired by yours truly. I’m also planning to diversify my product range to include various body types, transgender figures, and more. And then, there’s the underwear pin, which even comes with a quirky card on the back. I actually got a tattoo of it.

Good pick! Any words of wisdom for young entrepreneurs diving into their creative journeys?

Absolutely! My advice would be to start small, keep some products in reserve for future releases to keep things fresh. Stay positive when you hit those rough patches, and don’t be afraid to leave that safe yet unsatisfying job. And most importantly, love what you do because it’s a 24/7 gig, especially when you’re in debt. I believe the worst thing you can do is be in a safe position and be stuck somewhere. There will never be a time when you are completely ready.

Sounds like good advice. What’s on the horizon for “Dicks Don’t Lie”?

I try to always do something to get out of my comfort zone–I like challenging myself! Since I’m a bit of a perfectionist when it comes to releasing new products, I hope to eventually expand into home and interior design alongside fashion and streetwear. I’m committed to maintaining a hands-on approach to everything I create.

Roger, thanks for sharing your creative journey and insights into “Dicks Don’t Lie.” We love carrying your line at Puha. Wishing you all the best in your endeavors!


Text and photos by Anna Cleveland

Designer(s) Roger

Located in Maastricht

Specialization Cheeky products

Categories Accessories | Jewelry | Print

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