Hey ,
Hope this message finds you well. I wanted to be upfront with you about some changes we're making here at REBEL8.
We're committed to maintaining the quality you've come to expect from us. But, like any business, we've been navigating rising production costs and the realities of running an independent brand. To stay true to the REBEL8 experience and our Core Values, we're adjusting our pricing strategy.
Here's the bottom line: we're lowering prices on most items while still delivering the same quality you know and love.
New prices are currently reflected in our latest collection. This isn't about cutting corners. It's about making REBEL8 accessible to new customers while staying true to our loyal ones and honoring our working-class roots.
I frequently reflect on our Core Values. REBEL8 is design-driven, not sales-driven. We care more about what we create than what we make. I hold myself to our standards—especially Originality and Quality. Recently, I used a generic font in a drop, and it didn't sit right with me. That's not the REBEL8 way. Our dedication to quality in everything—products, service, relationships—will never change, even if it means less profit.
Since COVID really, production costs in California have been rising, with no signs of slowing down. Most businesses pass those costs on to customers. My approach is different—I'm focusing on you and the product, even if it means making less money. Here's why I'm okay with that:
I want you to be wowed every time you buy REBEL8. I want you to compare it to every other motherfucking brand you own and realize REBEL8 is better. There's nothing worse than buying something and feeling disappointed. I'm just like you. I know it sucks. It's like going to that new sandwich spot, spending $20, and regretting it a few hours later, no matter how good it was.
Our new pricing strategy strikes a balance between fair value and a great deal. For example, our new
MA-1 Bomber Jacket is just $145. That should be a $300+ jacket, and technically, it is. The materials, production, and attention to detail are what you'd expect from a jacket triple the price.
On the flip side, I didn't think our standard tees should be $40, so I brought them back down to $35—closer to what we charged nearly 20 years ago. It's crazy how we expect fashion prices to stay the same while everything else in the world keeps going up. Don't get me started.
But it's not just about lowering prices—it's about elevating REBEL8. A few years ago, I went all-in on making everything in the U.S.A. I've realized that was too drastic of a pivot. So now, we'll tier the line: some things will be made here, while we continue working with our trusted manufacturing partners worldwide.
At the end of the day, REBEL8 wouldn't be what it is without you. Your support over the years has allowed us to stick around, evolve, and stay unapologetically us. I'm forever grateful for the community we've built together, and I'm excited about what's next.
Much love,
Josh
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