In 2003, Josh D, a native San Franciscan, started making graphic t-shirts with a focus on original artwork by Mike Giant. He wanted to deliver the punk DIY attitude shared among his friends to the world through unique products. REBEL8® incorporates subcultures into workwear-inspired apparel, through the lens of San Francisco in the 90s.

REBEL8® began at 833 Divisadero Street, a less than two hundred square foot studio apartment in central San Francisco. On the wall was the art for the first catalog. And just below that, a warehouse listing used for daily inspiration. Three years later, REBEL8® moved in. Beneath the loft bed was all the inventory. Each morning the boxes went outside into the alley to ship orders. The bike with basket was used to slang tees around the city. The kitchen was 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. Our reach is global.

REBEL8® CORE VALUES

These are the REBEL8® Core Values—the rules we live by and are prepared to die for. We're sharing them so you can gain a deeper understanding of who we are as a brand. Sure, any company can copy this list, but it’s not about that. It’s about committing to a value system always, in all ways, and never folding.

DESIGN: REBEL8® is a design-driven company, not a sales-driven one. What we create matters more than the money we make.

ORIGINALITY: While “originality” is subjective, we strive to produce new products and think and act independently.

QUALITY: Quality is our dedication: in product, service, relationships, communication, and promises. It’s about infusing quality into every aspect of the REBEL8® brand.

INTEGRITY: Being honest and having strong moral principles is rare in the clothing industry. Many companies operate without integrity. This value stands the test of time, proving itself when word is bond—decade after decade.

RESPECT: Respect the individual: customers, employees, and everyone in our supply chain. Respect our people at all levels and from all backgrounds. It’s simple—treat others the way you’d like to be treated.

TAKE NO SHIT: Do no harm, but take no shit.