Rebel with a cause


Here at all we are, we definitely have a rebellious streak. We champion individuality, living by your own rules and standing up for what you believe in - which can mean ruffling a few feathers occasionally.


We’ve honoured our inner rebel by including apples as a motif throughout our debut collection. From the beginning of time, the apple has been used as a symbol of rebellion - from biblical babe Eve eating the forbidden fruit in the Garden of Eden, to William Tell shooting one off his son’s head (rude) before leading a rebellion. For us, the apple is all about living your truth, leaving shame behind and wearing one as a reminder to do you - regardless of what other people think.


We wanted to shout out the rebels that have gone against the grain, followed their heart, and helped shape our culture.


Marsha P. Johnson - A Trailblazing LGBTQ Activist


This year marks the 50th anniversary of the Stonewall riots, a pivotal moment of the LGBTQ rights movement and one Marsha P Johnson was at the epicentre of. After years of being subjected to violence at the hands of the NYPD, the gay community - primarily led by trans women of colour, including Marsha - decided to fight back. Pride is now celebrated each Summer, all over the world, in memory of the Stonewall riots.


It remains a poignant reminder of the progress that has been made in the last half century, but also how much more is still to be done. This year it was announced that Marsha would be honoured with a statue in New York, making it the first ever permanent piece of public artwork to commemerate a transgender woman. Her P initial stands for ‘Pay it no mind’ - a phrase synonymous with her and now adopted through the wider community, as a reminder to let the hate just pass you by.


Greta Thunberg - The World’s Most Influential Teenager 


Great Thunberg may only be 16, but she’s already become a cultural icon for rebellion. ICYMI, the student gained international notoriety when she skipped school to protest outside the Swedish parliament, galvanised by her concerns regarding climate change. What began as the action of one young woman has become an international rallying cry for Gen Z. In March this year, an estimated 1.4 million students in 112 countries around the world joined her call in striking and protesting, as part of the School Strike for Climate 


Despite often being dismissed due to her young age, Greta has continued in her quest to highlight the devastating effects of climate change. She has spoken at EU Parliament, was nominated for a Nobel Peace Prize and was featured on the cover of Time Magazine alongside Barack Obama.

Colin Kaepatrick - Standing Up by Sitting Down


Colin Kaepatrick was a successful quarterback with the San Francisco 49ers when he rebelled against tradition and refused to stand for the national anthem at the start of a pre-season game. He was protesting against the treatment of ethnic minorities in America and police brutality - the move cost him his football career.


Despite not playing for the NFL since 2016, Colin has now become a poster boy for the fight for racial equality and last year was featured in an Emmy nominated Nike campaign that celebrated his decision to stand up for what he believes in. At the time, Colin said of his decision “This is not something that I am going to run by anybody, I am not looking for approval. I have to stand up for people that are oppressed … If they take football away, my endorsements from me, I know that I stood up for what is right.”



Malala - A Woman Using Her Voice


Malala was born in a small village in Pakistan, where girls are not always encouraged to get an education. Luckily for Malala, she had a progressive father who wanted to give her the same opportunities as boys. However, when the Taliban took control of her area, they banned education for girls and her school was closed down. 15 year old Malala decided to use her voice. She began to speak out against the ban and fight for the rights of girls in her village. Knowing she was a progressive voice that was rebelling against their control, the Taliban targeted Malala and she was shot.


Their attempt to silence her failed. Malala survived the attack and she and her family moved to the UK. Since then Malala, now 22, has become a global ambassador for girls fighting poverty, wars, child marriage and gender discrimination to go to school.


Even if you’re not protesting in the streets or lobbying parliament, there are small acts of rebellion that you can do every day.


Stand up for something you believe in - Whether it’s calling out misogyny, racism or homophobia, or defending someone else who needs your support, never be afraid to use your voice


Wear your individuality with pride - Break the rules and don't be afraid to showcase your individual style, regardless of other people’s opinions, Get that tattoo, shave your head, just do you.


Take the road less traveled - Rebel against the status quo and make your life choices without worrying about tradition or other people’s opinions. If you want to quit your job - take the leap, if you want to travel, go for it.

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