I want to get you aligned with my vision for REBEL8.
It all started from a personal compass. Giant and I never put out anything we wouldn't wear ourselves. That mindset made us hyper-critical about everything.
Over the years, we made some concessions—like introducing women's products—but also some decisions that, looking back, weren't so great. I'm not going to list my regrets, but I will share the lens that's helped me most: the best way to handle the past is to act mindfully in the present—make the best possible decision with the information you have. Mistakes happen. Accept them, learn, and keep moving forward.
I've been in this game since 2001, when I launched my first clothing brand, Teamwolf. If you've been with REBEL8 longer than a day, you've seen my learning curve in both fashion and business. I'm writing to you now with full transparency.
I recently changed our t-shirt manufacturer to better reflect what I know today—and to match my own personal taste. Balancing quality and price has always been a challenge. I think we've done a solid job over the years, but I've reached a fork in the road and chose the path that I believe leads to better customer satisfaction and long-term loyalty.
First, they're Made in U.S.A.—knitted, cut, sewn, dyed, and screenprinted in Los Angeles. That matters to me for a lot of reasons, and I love the optics of it. When someone across the globe buys REBEL8, they're supporting an American brand deeply rooted in classic Americana tattoo flash. The white REBEL8 Made in U.S.A. woven label drives that point home.
On top of that, it means no sweatshops, fair pay for the people making the tees, and less impact on the environment since everything's made close to where we ship. That's important to me.
Second, they feel better—new and after washing. We're using heavy 6.5oz, garment-dyed, 100% shrink-free cotton. The shrink-free part comes from pre-laundering during the dye process. I can't tell you how many tees I've lost to the dryer—this fixes that.
Third, the construction is sturdy with a more generous fit: about an inch wider than a standard tee, longer sleeves, and a higher neckline. And since they don't shrink, they always fit how they should.
I've spent the last 22 years building your trust and this brand. I can't offer REBEL8 on subpar, shitty-ass, low-quality t-shirt blanks and sleep at night—especially when I know there's a better way.
If you want to experience the new REBEL8, just look for "U.S.A." in the product name. No pressure—we'll be
here when you're ready.
Best,
Josh
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