soft rebels

Soft Rebels was founded by a small experienced group of people working within design and production in the fashion industry. They had a dream about starting their own brand together — a labour of love.

At the time, they all resided in China which inspired the brand’s philosophy. The Chinese philosophy of yin and yang describes how seemingly contrary forces may actually be complementary and how they may give rise to each other as they interrelate to one another.

The duality of the philosophy was translated into the name “Soft Rebels” — a merger between comfort and attitude that has become the signature of the brand’s way of thinking.

Today, Soft Rebels is designed in Denmark and produced at the brand’s own production facility in China. The brand is still fuelled by the same passion and curiosity as it was at the very beginning.

We strive to produce timeless fashion pieces with great attention, detail and quality, while ensuring a fair price.

Our collections are inspired by Scandinavian simplicity and a love for geometric shapes and cuts. We work hard to merge tradition and innovation into exiting new styles in each collection.

We are “fabric aficionados” and are constantly exploring new fabrics to make sure that each style is having the right texture and feel. We are not afraid to experiment, and having our own production facility gives us great flexibility.

Our statement — “Unique Yourself Rebel” is an tribute to women that dare to be themselves and to break the mould.

We are aware that our collection only really comes alive when it is worn by women who are as much in love with style as we are.