It all started from a personal compass. @ogmikegiant and I never put out anything we wouldn’t wear ourselves. That mindset made us hyper-critical about everything. Over the years, we made some concessions—like introducing women’s products—but also some decisions that, looking back, weren’t so great. I’m not going to list regrets, but I will share the lens that’s helped me most: the best way to handle the past is to act mindfully in the present—make the best decision with the info you have. Mistakes happen. Accept them, learn, and keep moving. If you’ve been with REBEL8 longer than a day, you’ve seen my learning curve in fashion and business. I’m writing now with full transparency. I recently changed our t-shirt manufacturer to better reflect what I know today. Balancing quality and price has always been a challenge. I think we’ve done a solid job, but I’ve reached a fork in the road and chose the path I believe leads to better customer satisfaction and long-term loyalty. Let me tell you about our new tees: First, they’re Made in U.S.A.—knitted, cut, sewn, dyed, and screenprinted in Los Angeles. That matters to me for many reasons, and I love the optics of it. When someone across the globe buys REBEL8, they’re supporting an American brand rooted in classic Americana tattoo flash. The white REBEL8 Made in U.S.A. woven label drives that home. On top of that, it means no sweatshops, fair pay for the people making the tees, and less environmental impact since everything’s made close to where we ship. Second, they feel better—new and after washing. We’re using heavy 6.5oz, garment-dyed, 100% shrink-free cotton. The shrink-free part comes from pre-laundering during the dye process. I can’t tell you how many tees I’ve lost to the dryer—this fixes that. Third, the construction is sturdy with a more generous fit: about an inch wider than a standard tee, longer sleeves, and a higher neckline. Since they don’t shrink, they always fit how they should. I’ve spent the last 22 years building your trust and this brand. I can’t offer REBEL8 on subpar, shitty-ass, low-quality t-shirt blanks and sleep at night—especially when I know there’s a better way. Best, @joshrebel8