Every indie fashion brand has an origin story and Rebel Romance begins with a creative magazine!
How it Began...
Rebel Romance the brand started life not as a clothing label, but as a platform for fellow creatives. With Amy often hearing that creatives needed a space to showcase their work she took it upon herself to create Rebel Romance Magazine.
Our alternative magazine featured bold stylised photoshoots, wedding inspiration, interviews with local makeup artists, and creative submissions from photographers across the world!
It was designed to be a hub of creativity, a place where all alternative voices could shine.
Not long after, we launched the Rebel Romance website to not only sell the magazine but to support small businesses and independent artists.
We began by stocking jewellery, wedding ring boxes, tote bags, and greetings cards.
Pink 'Til Death Wedding Ring Box
Black 'Til Death Coffin Wedding Ring Box
Bride Alternative Rock N Roll Necklace - Gold
From the beginning, our mission was always clear: to build a community driven, ethical, and inclusive brand for people who love all things alternative, arty, witchy, kitschy, and unapologetically unique!
From Run & Fly to Rebel
Meet Amy, aka the boss, creative director, photographer, brand designer, marketing, wholesale manager.... etc!
Our founder and creative director, Amy, has been at the heart of alternative fashion for over fifteen years.
After working behind the scenes at Run & Fly for seven years, expanding the size range, redesigning the photography, and growing its online presence, Amy knew the time had come to create something new!
When Atul, the founder of Run & Fly, decided to step back after 40 incredible years, Amy wanted to continue his legacy of inclusivity, fun prints, and ethical production. But instead of taking over Run & Fly, she launched a new label, Rebel Romance.
Artwork by Jen James Design
The aim? To keep the spirit of Run & Fly alive while giving it a fresh new energy.
Expect the same iconic dungaree shapes, now expanded up to UK 28 & 6XL, alongside brand new silhouettes, collaborations with independent artists, and limited edition prints you won’t find anywhere else!
What Makes Rebel Romance Different?
Rebel Romance is more than just clothing. We are a UK ethical fashion startup built on values of inclusivity, creativity, and sustainability. Run by a tiny team of 3, here's why you'll love us!
💥 Inclusive sizing: 5XS - 6XL and UK 4-30
🎨 Limited edition prints: designed by indie artists and illustrators
🖤 Ethically made: created by the same trusted factories in India that Run & Fly worked with for decades
📷 Real people: no airbrushing, no smoothing, no weird body adjustments, just authentic vibes
💬 Neurodivergent led & LGBTQIA+ friendly
✨ Charity prints: 10% of profits donated each season
Rebel Romance Cottagecore Stretch Twill Dungarees
Rebel Romance x Dipstick Store Bugs Cropped Boxy Tee
Rebel Romance Black Floral Cobweb Stretch Smock Dress
Meet the Team
Amy – Founder & Creative Director
The driving force behind Rebel Romance, Amy has a background in alternative fashion and photography. She’s worked with Firetrap, Björn Borg, Iron Fist, and Run & Fly before launching Rebel Romance. She’s also neurodivergent, a business powerhouse, and the heart of the brand.
Faeryn – Customer Service & Creative Support
Non-binary, neurodivergent, and frog obsessed 🐸 (check their curated frog collection here), Faeryn is the soul of our customer service, bringing energy and sparkle to everything they do.
Florence – Customer Service & Afternoon Tea Queen
Our part-time bundle of sass, sparkle, and eyeliner skills, Florence helps keep customer service smooth and our 3pm tea breaks sacred. ☕💅
The Future of Rebel Romance
The future is bright! We can't wait to show you what we've got in store for the upcoming years.
We’ve already outgrown our first office and moved into a new bigger space, see above and below!
This space is now filled to the brim with bold prints, gothic homeware, sassy greeting cards, and fashion that makes a statement!
With brand new shapes, collaborations, and even festive styles on the horizon... the future is full of creativity and colour.
Whether you’ve been part of the Run & Fly community for years or are just discovering Rebel Romance, welcome! This isn’t just indie fashion, it’s a movement.
