Our Values

Rebel Standard was created to celebrate individuality, creativity, and the courage to live outside the lines. At our core, we believe in a world where self-expression is met with respect, not resistance—and where everyone is free to be fully, fearlessly themselves.

We stand for racial and gender equity, mental health awareness, and sustainability. These aren’t just buzzwords for us—they are guiding principles that shape our choices, from how we design and produce our pieces to the kind of community we aim to cultivate.

Hate, discrimination, and exclusion have no place here. We reject bigotry in all its forms, and we are committed to learning and evolving to best serve our customers and leave the world better than we found it. 

A note on our name: we are aware of the historical use of the word “Rebel” in the context of the American Civil War. To be unequivocally clear, our use of the word holds no connection to, nor alignment with, the Confederacy or any of its ideals. For us, being a rebel means something entirely different. It means rejecting harmful norms, questioning the status quo, and embracing what makes you different. It’s about making space—for yourself and for others—to live authentically and unapologetically.

This is what we stand for. This is Rebel Standard.