Having a rebellious attitude is something that's been really important to us since day one.

In fact, it was one of the reasons we started this journey to begin with, and also one of the reasons why we called our brand new collection Rebel Yell. 

But in the year 2017, what does being a rebel actually mean? WTF is rebellion these days?

When you think of rebellion, chances are you think of violent protests or something along those lines.

But to us, rebellion in the year 2017 means something much simpler than that.

In short, it means listening to yourself.

Because these days, listening to yourself – really fucking listening to yourself – is extremely hard to do.

And that’s mainly because the world has gotten a hell of a lot noisier with things like  Facebook, Instagram, Snapchat, Twitter and a million other things.

The irony of it all is that the easiest thing to do is speak (post, Tweet, Insta, etc.), but the hardest thing to do is listen – especially to yourself. So how do you get rid of all the noise? How can you listen to yourself? How can you find your own personal style? How can you just be…you?

You've gotta be the hero of your own story.

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We use that quote a lot. And for us, that’s what rebellion is all about.

It means taking the road less traveled, rather than the road most traveled.

We and all the members of #teamtigha have chosen to take the road less traveled – even though it’s the tougher option.

It’s not only tough, it’s also terrifying. It means opening yourself up to tons of criticism. It means taking responsibility for making your own decisions. It means risking rejection.

But despite all that - it means being the hero of your own story. It means freedom. It means rebellion.

Because we believe that the greatest thing you can accomplish is to be yourself in a world that’s constantly trying to make you something else.

There’s nothing better than knowing how to belong to you. And that’s hard to do, but no price is too high to pay for the privilege of owning yourself.

So have some faith in yourself. Trust yourself. Trust that what’s true for you, might also be true for others. In fact, it probably is – because the problems that are the most personal are also the most common.

And that, for us, is what rebellion’s all about. It’s being your own hero. It’s creating your own story. It’s belonging to yourself. It’s taking the first step when others are afraid to do so.

It's looking society in the face and saying "I know what you want me to be, but I'm gonna show you who I really am".

Here are some of the looks from Rebel Yell…