About Us
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.