Socially driven fashion brands Rebel Nell, York Project to open in Detroit

After years of selling its products online and partnering with Ford last year to create a collection out of fallen graffiti from Michigan Central Station, Rebel Nell is set to open its first brick and mortar store.

The jewelry design and manufacturing company will host its grand opening Thursday from 6-9 p.m. at 1314 Holden Street in Detroit's Northwest Goldberg neighborhood. According to a news release, Rebel Nell will be sharing the space with social streetwear company the York Project.

New jewelry from the Michigan Central Station, the Evolve collection of earrings and bracelets, and Detroit-branded shirts and hoodies will be among products offered. 

Socially conscious fashion

Rebel Nell was created in 2013 by Amy Peterson with the mission to employ women who face barriers to employment, such as being homeless, a refugee, or formerly incarcerated.

"I was living right next door to COTS (Coalition On Temporary Shelter), a women's shelter in Detroit, and I just had this vision of what it would look like if I could create a company that would teach a woman how to fish," she said. "The company's unique in the sense that it started with a mission first, we had no concept of what the product would be." 

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Peterson then talked to caseworkers at COTS and said there was a need for opportunities who women who were transitioning jobs. She also did a crowdfunding campaign and attended a Detroit SOUP event, where people pitch their creative projects during a dinner and attendees vote on which proposal will benefit the city the most. Peterson won the competition in July 2013, propelling Rebel Nell forward and a switch to jewelry-making. 

In addition to selling products, the company is dedicated to educating employees on financial management, entrepreneurship and life wellness, in an effort to make them more self-sufficient. 

According to the news release, Rebel Nell has hired 22 women from shelters, and has provided $378,000 in wages, $20,000 in microloans, housed 15 families and has implemented more than 3,436 hours of workforce preparedness training. 

“The women we serve come first and that’s why every product sold has a direct impact on the lives of our creative designers,” said Peterson. 

Founded in 2012, York Project began when then-19-year-old Joshua York hand-stitched his last name onto a maroon beanie hat and began selling them to his friends at local music stores.

"I've been making t-shirts since I was in middle school," he said. "It's always been something I enjoyed doing."

After the first 50 sales, York realized he could use his company to give back, so he donated 50 beanies to the Detroit Christian Services homelessness outreach center in 2013.

"At the time, Toms shoes were really popular, and I thought, why not take that concept and get involved in the Detroit community?" York said...

"From my understanding, business is so much about maximizing profit for shareholders, and there's been a new type of business that has become super popular and it's not just about what you can make, but what you can also give. That's important to customers, especially millennials and younger customers. They want something that has a story behind it, where they can feel good about it. We try to embrace that and we built a business out of that." 

He then switched the model of York Project to include donations to the homeless. The company makes a kit to donate for each product sold, which includes a durable tote bag, toilet paper, socks and bottled water. Since 2012, York Project has contributed more than $84,000 worth of donation kits and other supplementary items in 23 American cities.

In addition, the streetwear company began changing its manufacturing process, opting to create its products in a Detroit facility starting last summer.

"I realized that so many brands were printing 'Detroit' on the same T-shirts and sweatshirts that we were, and it had become really difficult to differentiate ourselves,” York said. “By opening up a cut and sew production facility, we can now offer truly unique shirts, including the only 'Detroit tee' actually made in Detroit. Manufacturing is an opportunity to provide more jobs for Detroiters, so our mission has advanced to include workforce development.”

Grand opening

Peterson and York first met when their companies were stationed at Ponyride, a shared workspace nonprofit in Corktown. When founder Phil Cooley sold the building in February, several businesses that were housed there had to look for a new place, said Peterson. 

York then found the building on Holden Street but thought it was too big, so he asked Peterson if she wanted to move in. 

"It's been one of the most amazing processes to go through," said Peterson. "Our brands are so aligned and we get along as companies and friends. This has been a really cool journey and to do this kind of experience that I don't think anyone else is doing is going to be really worthwhile for the community." 

The store will open for regular business hours at 10 a.m. Saturday. Store hours will be Monday-Friday from 10 a.m.-6 p.m. and Saturday from 10 a.m.-3 p.m.