Behind the Brand: Rebel Hearts

Hey Rebels! I'm so happy you're here.

My biggest dream in life has been to create this shop and I can't believe it's finally come to life! Let me take you a little into the dream behind the brand and how this all came to be...

I've been obsessed with all things fashion and constantly daydreamed about opening up my own shop and building my own brand for as long as I can remember. But the journey to get here was a long, twisty road full of adventure, a few speed-bumps along the way and a few fearless moments of just deciding to go for it in between.

At one point in my life, I was an aspiring lawyer. Although, I couldn't quite shake the image from the movie Liar Liar where Jim Carrey, who plays a lawyer, comes home with boxes of casework every night and misses his son's baseball practices. Okay, basing your life decisions off Hollywood movies is probablyyyy not the best idea, but I could never seem to shake the image off.

At the time, I would decorate all my stats and law binders in university, almost unconsciously, with editorial pages I had ripped out of magazines. On my lunch breaks at work, I would spend every single day in Chapters pouring over fashion magazines. And at night to procrastinate studying (queen of procrastinating over here), I would obsessively scroll blogs and tumblr (pre-insta days, guys).

I didn't realize it until one day it hit me -- my true passion had been staring at me in the face all along. After graduating, it sank in that this pesky love for fashion didn't seem to be going away any time soon. And I had to break it to my parents that their aspiring lawyer, now decided she wanted to use up every penny she had, move to the city, and go to fashion college.

So my life took a series of 180's -- I studied fashion biz and interned all over the city. Post fashion studies, I still wasn't quiiite ready to settle down after all that and I got hit by the travel bug. I moved to Australia (their fashion scene is insane) and backpacked all over for a year. When I finally came home, I went back into to the fashion corporate world and realized that me and cubicles don't get along (surprise, surprise). So after a few years of office life, I spontaneously decided to move to the mountains on the west coast where I've continued to work in the fashion industry.

And as you can probably tell, I can never seem to stay in one place for very long. But the only constant in my life has been fashion. The dream has never died. It never went away.

And yet, I always had this bone to pick with fashion. Ever since my intern days, I had this nagging feeling that I didn't fit in. I didn't seem to fit in amongst the stiff corporate vibes, blazers, and pencil skirts. It felt stuffy. I always wanted fashion to feel wild and free at it's core. No rules. To have way more fun with it. To stop taking it so seriously and play more. To dying your hair pink, wearing the leopard bodysuit, colouring outside the lines. So here's to dreamy clothes that make YOU feel wild and free! Here's to being the Rebel Hearts. So grateful you are here on this wild ride with me -- come along, we've got a long twisty road ahead of us.

-katelyn.