What? (Brand Concept)

Red Rebel Armour is an Indigenous streetwear brand that weaves Anishinaabe culture through streetwear fashion to form a social enterprise.

The brand aims to blend contemporary streetwear with Indigenous aesthetics, creating a signature and powerful style that celebrates Indigenous identity, resilience, and pride.

With the help of our partners and our employment service we are reducing significant barriers to employment for our relatives returning home from the criminal justice system.

Red Rebel Armour's target audience consists of individuals who appreciate and support Indigenous cultures and seek to incorporate unique, meaningful, and culturally conscious fashion into their style. We aim to connect with people of diverse backgrounds who value authenticity, social responsibility, and artistic expression.

Red Rebel Armour offers a diverse range of clothing and accessories that combines  Anishinaabe culture and streetwear fashion designs and motifs. The product line includes:

  1. T-Shirts and Hoodies: High-quality, comfortable streetwear featuring bold and intricate Indigenous artwork, patterns, and symbols.
  1. Headwear: Caps, beanies, and hats that showcase Indigenous motifs and embroidery, providing a distinct and stylish addition to any outfit.
  1. Outerwear: Jackets and coats that fuse traditional Indigenous elements with contemporary urban fashion, incorporating unique prints, patterns, or beadwork.
  1. Accessories: Statement jewelry, bags, wallets, and scarves that reflect Indigenous craftsmanship and traditions, providing a touch of cultural authenticity to everyday accessories.
  1. Collaborations: Red Rebel Armour actively seeks collaborations with Indigenous artists, designers, and activists to create limited-edition collections that further amplify Indigenous voices and create economic opportunities within Indigenous communities.




Red Rebel Armour's logo is a "Mikanaak" which means Turtle in Anishinaabemowin.

The "Turtle" or "Mikanaak" represents the teaching of truth in our seven sacred laws as Anishinaabe people.

The Meaning

We wanted our brand to be represented by something we share with our customers, so we chose truth because it embodies courage, liberation, and empowerment. - Sean Rayland - Boubar

Who? (Origin Story)

Red Rebel Armour is a collective of urban Indigenous storytellers sharing their experiences through streetwear fashion.

In 2019, Sean Rayland-Boubar, an ex-gang member and addict turned social entrepreneur, founded the brand.

While getting sober he needed an outlet, and streetwear provided a form of expression and a source of revenue for his growing family.

Based on Rayland-Boubars' experiences, he wanted to reduce the barriers Indigenous men, women, and 2 spirit people face when trying to regain employment after leaving the criminal justice system.

For two years, he studied Social Innovation and Community Development at RRC Polytech and graduated with a diploma in Indigenous Social Entrepreneurship.

After graduation, he set out to combine streetwear fashion and social enterprise to elevate his community through his own personal story of healing, identity, and resilience.

Brand Values:

- Cultural Preservation: Red Rebel Armour is committed to honoring and preserving Indigenous cultures by incorporating traditional designs, techniques, and symbols in a contemporary context.

- Community Empowerment: The brand actively supports Indigenous communities by fostering economic growth, promoting fair trade practices, and reinvesting profits into initiatives that uplift Indigenous individuals and communities.

- Social Justice: Red Rebel Armour uses its platform to raise awareness about Indigenous rights, advocate for social justice, and challenge stereotypes and discrimination faced by Indigenous peoples.

- Environmental Consciousness: The brand prioritizes sustainability by using eco-friendly materials, minimizing waste, and supporting ethical manufacturing practices that respect the environment.

Overall, Red Rebel Armour seeks to make a positive impact by promoting cultural appreciation, supporting Indigenous communities, and inspiring individuals to embrace the beauty and resilience of Indigenous cultures through fashion.

Why? (Reason for Existing)

Our mission is to empower Indigenous people by showcasing their art, stories, and symbols through fashionable streetwear. 

Red Rebel Armour strives to foster cultural appreciation, promote social justice, and create a platform for Indigenous voices and narratives to be heard and celebrated.

At Red Rebel Armour, we are dedicated to creating positive change within Indigenous communities by combining streetwear fashion with social entrepreneurship.

Our vision is to provide meaningful employment opportunities for individuals who have reentered society after involvement with the criminal justice system while promoting Indigenous culture and raising awareness about the challenges faced by Indigenous peoples.


Designed and produced by Indigenous artists


We use ethically sourced and eco-friendly materials

Made to Order

Allows us to reduce waste

Social Good

Your purchase helps reduce recidivism
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