Fashion Fridays: An Interview with Rebels to Dons’ Joshua Joseph


LU: Have you designed formal wear? 

JJ: This is what is coming in the second collection. This is the type of things I am trying to do. Dons is different than Rebels. Dons is cuff links, [pocket] squares, straight men’s attire. I want it to be like “Hey, I got on Dons.” “What kind of suit is that?” “Dons.” People should see the level of the suit and the energy behind that suit. I want to bring it up there on that caliber for guys who are doing well in life. A man who works hard enough that he can afford to purchase something nice for himself. That’s Dons. Rebels is more the streetwear.

LU: So what would you say have you done so far?

JJ: I’ve done Rebels to Dons, I haven’t broken down the brand yet. My clothes [are a] mixture of streetwear and high-end fashion. That’s why I did a tunic. The extra-long look represents the streets, the buttons represent the formal look. We did little details and played with it and that’s the first collection. It was called “Rise of the Rebel.” The second collection now, I’m really trying to break it down, and not separate it but set the lanes for the brand. You’re going to know when you’re wearing Rebels or Dons pieces. Wherever you go, we want to represent the streets and what happens in the streets. and what we wear in the streets. I’m not just focused on New York and Trinidad, I’m trying to reach all the rebels around the world, and all the big dons around the world same way. We’re telling them “Hey, I want to highlight you guys.” Some people do things and it’s all subliminal, but there’s no messages within my brand. What you see is what you get: Very masculine men’s wear.

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