REBEL8 incorporates anti-authority subcultures into workwear-inspired apparel, through the lens of San Francisco in the 90s.
In 2003, Josh D, a native San Franciscan, started making graphic t-shirts with a focus on original artwork. He wanted to deliver the DIY attitude shared among his friends to the world through unique products.
It began at 833 Divisadero Street, a less than two hundred square foot studio apartment.
Josh spent an uncomfortable amount of time at the desk he built launching the brand. Hanging on the wall is the art for the first catalog. And taped just below that is a listing for warehouse space that he couldn’t afford at the time but stare at daily for inspiration. A few years later, REBEL8 moved into that exact warehouse.
Beneath the loft bed is the inventory.
Each morning he'd move the boxes out into this alley just outside the apartment to ship orders. It worked for awhile, until it rained.
This bicycle was used to slang tees around the city.
And is still owned by Josh.
Mainly used for box storage.
This is what starting a brand in 2003 with five-hundred bucks looks like.
REBEL8 remains independently owned and operated.