Our Story
The Founder
Life is Rebellion was founded in 2020 by Alexander Hayes, a Jamaican American designer whose journey from Los Angeles to Paris has shaped a unique creative voice. Growing up surrounded by film and art, and later moving to Europe, he discovered fashion as a way to connect identity, culture, and storytelling.
His first steps included launching a t-shirt brand, assisting stylists, and staging his own fashion show as a high school student. He studied at Istituto Marangoni in Milan, then at Central Saint Martins in London and is now pursuing a Bachelor of Arts in Fashion Design at the prestigious Institut Français de la Mode in Paris.
Alexander’s work explores identity, while also engaging with wider themes such as history, politics, early internet culture, and the ways fashion can question social inequalities and injustice.
For him, Life is Rebellion is more than a clothing line, it is a platform to experiment, to question, and to express, turning personal narratives into a collective movement.
The Brand
Life is Rebellion is a fashion brand born in Paris, built on the idea that clothing can be more than style, it can be a statement.
Rooted in graphic design and storytelling, the brand takes inspiration from subcultures, early internet aesthetics, history, and politics. Its purpose is not only to dress but to challenge, creating pieces that spark conversation and question the status quo.
Each collection explores themes of identity, resistance, and cultural shifts, drawing attention to the inequalities and injustices that shape our world. T-shirts, as the brand’s starting point, become canvases for ideas: accessible, raw, and immediate.
At its core, Life is Rebellion is an invitation to wear your beliefs, to stand against conformity, and to turn fashion into a form of cultural rebellion.