Life, Values & Legacy: Our Chat with Lorrie Dixson Griggs of Charleston

Lorrie Dixson Griggs shared their story and experiences with us recently and you can find our conversation below.

Hi Lorrie, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What do you think is misunderstood about your business? 
Many people think we’re just selling t-shirts out of parking lots at concerts, but our business goes far beyond that. Yes, we love being part of the live music experience, but we also have a full online store, sell on Etsy and Amazon, and handle custom orders for bands, events, and businesses. Beyond apparel, we organize vendor markets, collaborate with breweries and venues, and host community-driven events like Drifter Fest and Moontime Markets.

Our focus is building a brand that celebrates music culture while supporting artists, fans, and local businesses. Whether it’s online shopping, one-of-a-kind custom designs, or experiential events, we’re about creating connections and bringing people together.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Lorrie Dixson Griggs, co-founder of Drifter Merch, a Charleston-based custom apparel and merchandise brand I launched in 2016 alongside my late husband, Bert Griggs. What began as a passion for music-inspired vintage-style designs has grown into a brand creating shirts, hoodies, hats, flags, and more, influenced by artists like Widespread Panic, Grateful Dead, Billy Strings, and others.

After Bert’s passing in 2020, I founded Drifter Fest, now in its fifth year, which celebrates music, art, talented vendors, and community while raising funds for Rock ’n Roll Rescue to support music education and provide instruments for kids. Along with Drifter Fest, I produce Moontime Markets that are pre-concert vendor showcases for the Widespread Panic community plus run Eskimo Advertising, my public relations and marketing firm for more than 20 years.

Based in Charleston, I balance business, family, and creativity.

Amazing, so let’s take a moment to go back in time. What’s a moment that really shaped how you see the world?
A moment that profoundly shaped how I see the world was September 11, 2001. I wasn’t on shift at CNN when the attacks happened, but I was called in that day and ended up working overtime for many months to follow in the live news control room. Being part of the team covering history as it unfolded gave me a deep understanding of how quickly the world can change. It shaped how I value connection, resilience, and community, both personally and professionally.

What fear has held you back the most in your life?
The fear that has held me back the most is worrying too much about what others think. Over time, I’ve learned that I can’t control how people feel and that their opinions are theirs alone. What truly matters is how I see myself and staying true to my own values and vision. Once I embraced that, it freed me to take more risks and focus on what’s genuinely important to me.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What would your closest friends say really matters to you?
My closest friends would probably say what really matters to me is family, friends, honesty, and being real. I value authentic connections and people who show up as their true selves. I try to live my life the same way and keep relationships that are genuine and meaningful.

Okay, so before we go, let’s tackle one more area. What will you regret not doing? 
I think I’ll regret not taking more time off to enjoy life and spend it with the people who matter most. It’s easy to get caught up in work and responsibilities, but those moments with family and friends are what truly last.

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