A New Standard in Streetwear
Urban lifestyle meets
everyday wear with a touch
of Scandi Minimalism.
Purpose | Redefined Rebel is for those who seek the perfect balance between trends and authenticity. Positioned at the crossroads of commercial appeal and underground culture, we bridge high-street fashion with raw subcultures, creating a style that’s both edgy and wearable.
Our vision is to be the go-to brand for affordable streetwear, known for quality, authenticity, and style. Great design should be accessible, staying true to street culture while fitting seamlessly into everyday wardrobes. With a community-driven mindset, we turn subcultural energy into fashion that embodies self-expression and modern aesthetics.
—always evolving, always real.
Our Core Values
AUTHENTICITY
We stay true to who we are. Redefined Rebel is built on realness—no gimmicks, no fake personas. Our designs reflect genuine street culture, embracing both the polished and the raw. We believe that true style comes from self-expression, not imitation.
OPENNESS
We embrace diversity and new perspectives. Streetwear is a global movement, and we welcome influences from different cultures, subcultures, and creative minds. We remain open to collaboration, fresh ideas, and the ever-changing fashion landscape.
HONESTY
No filters, no false promises. We stand by what we create and communicate transparently. From the way we craft our products to the way we connect with our community, integrity is at the core of everything we do.
CURIOSITY
We never settle. Streetwear is about evolution, and we constantly seek inspiration from art, music, and underground scenes. We push boundaries, explore the unknown, and question the status quo to bring something fresh and exciting to the culture.
COURAGE
We dare to be different. Fashion is about making a statement, and we’re not afraid to challenge norms. Whether it’s through bold designs, unconventional collaborations, or standing up for what we believe in, we move forward with confidence and conviction.
Our Way
Imagine a world without fashion rebels.
A grey mass of people moving slowly in the same direction and wearing nothing but safe choices.
All blending in, no one standing out. Boring right?
We need someone to interrupt and inspire. Someone who can add a funky base to the anonymous beat. Someone who knows the vibe of urban fashion, who moves fast and has the energy to stay in front. Someone who confidently flashes patterns, colors and styles that make you look twice. Someone who dares to ask: “Should good stuff cost a fortune?” and answers “No!”
Redefined Rebel is that someone. We do things our way, but we invite everyone to join. We get a kick out of renewing, rethinking and reframing outfits for real people. You can pick and mix as you like. But you can’t help but notice us.