THE FULL STORY
About Rebel Romance
At Rebel Romance, we’re not just a clothing brand — we’re a celebration of self-expression, individuality, and unapologetic style. Designed for dreamers, rebels, and lovers of all things bold and different, our mission is to empower you to feel confident in what you wear, embrace your true self, and — most of all — have fun doing it.
Whether you’re a dopamine dresser, a gothic daydreamer, or somewhere beautifully in between, Rebel Romance is here to help you find clothing that speaks your language.
Born out of a love for fashion — and handed the tools to do it by the owner of Run & Fly — Amy set out to launch Rebel Romance as a clothing label that makes you feel comfortable, fashionable, and (hopefully) brings a smile to your face too.
Having worked with Run & Fly for the last seven years, when Atul shared that he was ready to start winding the business down after 40 incredible years, Amy knew it was her turn to take over. She set out to produce Rebel Romance with a fresh new feel, while keeping the same shapes, ethics, and joyful spirit you know and love from Run & Fly.
Amy has been behind the scenes choosing prints, designing new shapes, expanding the size range, making the brand inclusive through photography and model selection, building the retail website, launching the brand, expanding the customer service team — and training them too. So, when we say she knows the business… she is the business.
Her love for Run & Fly and the community that grew around it runs so deeply that she couldn’t just let it go. She wanted to make sure no jobs were lost, and that the wonderful factories they worked with would continue to thrive. By launching Rebel Romance, she’s doing just that — but in her own way.
You’ll see the same iconic shapes, now with expanded sizing (hello, 6XL dungarees!). Expect familiar vibes with fresh twists, exciting new collaborations, unique prints, and brand-new silhouettes to fall in love with.
Rebel Romance proudly works with the same ethical factories that have been crafting your favourite clothes for decades. Our commitment to sustainability and slow fashion remains at the heart of what we do — because looking good should feel good too.
What Makes Us Different?
💥 Inclusive sizing – up to UK 6XL and still expanding
🎨 Limited edition prints by independent artists
🖤 Ethically made, with love
📷 Real people in every campaign – no airbrushing, just vibes
💬 Neurodivergent-led and LGBTQIA+ friendly
✨ A charity print each season, with 10% of profits donated
Whether you’ve been rocking Run & Fly for years or are just discovering your alternative fashion family, welcome to Rebel Romance. We’re so glad you’re here. Let’s create something magical together.
THE TEAM
Amy — Founder & Creative Director
Amy has worked in fashion for over fifteen years and brings a wealth of experience, creativity, and a whole lot of heart to Rebel Romance.
Her journey started in television, working as a runner — but when she missed the start date for a new job and couldn’t afford to be out of work in London, she applied for a full-time sales role at Firetrap and got it. She later moved on to Björn Borg, selling premium pants to fancy shops like Harrods and Selfridges.
Never one to sit still, Amy then launched her own business, Geek la Chic, selling alternative fashion favourites like Run & Fly, Hell Bunny, and Iron Fist at Comic Cons all over the UK — even running her own little shop. She was eventually headhunted to work as European Brand Manager for Iron Fist, where she looked after wholesale and marketing and discovered her love of photography, shooting campaigns for the brand.
When Iron Fist closed, Amy joined LondonEdge and Vegas Edge, where she worked on campaigns and connected with lots of alternative fashion brands. During this time, she reached out to Atul from Run & Fly — someone she already knew — and convinced him to let her help revamp the brand’s photography and build a proper retail website (because bee dungarees and high heels just weren’t the vibe). The rest, as they say, is history.
For the past seven years, Amy’s been the driving force behind Run & Fly’s evolution — from expanding the size range and selecting inclusive models, to choosing new shapes and prints, building the website, and managing customer service.
Now, with Atul retiring after 40 amazing years, Amy is launching Rebel Romance — a brand built on everything you loved about Run & Fly, but with a fresh twist, expanded sizing up to 6XL in dungarees, bold new prints, and exciting collaborations.
Oh — and she also works with five other brands, runs her own photography business, is married, has a dog called Brian, and lives with ADHD, dyslexia and dyspraxia.
Not bad for someone moved down a year at school and once told she’d never amount to much.
Faeryn — Customer Service & Creative Support
Faeryn is our go-to human for all things customer service, creative chaos, and good vibes. They’re non-binary, neurodivergent, and proudly on the spectrum — bringing empathy, style, and plenty of personality to the Rebel Romance crew.
From replying to your emails with kindness and care, to packing up your orders with love (and just the right amount of sass), Faeryn keeps things running smoothly behind the scenes. They also help out with newsletters, make the essential morning coffee, and sprinkle a little creativity into everything they do.
Their special interests include frogs 🐸, the colour green, gothic fashion, Spiritbox, and anything matcha. Basically, if it’s spooky, green, or frog-themed — Faeryn is already obsessed.
They’re the gentle heart and sharp eye of Rebel Romance — and we wouldn’t be the same without them.
Florence — Customer Service & Afternoon Tea Queen
Florence (or Flo, if you’re feeling cute) is our fabulous part-timer with a flair for the dramatic and a love for all things fluffy. A neurodivergent powerhouse, Flo brings sparkle, sass, and serious eyeliner skills to the Rebel Romance team.
Her passions include tattoos, burlesque, Y2K fashion, trash TV, the colour pink, and making sure we never miss the sacred 3pm tea break — because the tea police are always watching. ☕💅
Flo answers your customer service questions alongside Faeryn with patience and care, helps out with mail-outs, adds new products to the site, and is generally just an all-round delight.
She’s a little bit chaos, a little bit glam, and a whole lot essential.
