Sean Rayland, founder of Red Rebel Armour, shared his transformative journey from ex-gang member and addict to a visionary entrepreneur in an interview with Indigenous-SME Business Magazine. Sean established Red Rebel Armour to tackle the high recidivism rates among Indigenous peoples in Manitoba, inspired by his own experiences and the stark statistics indicating Indigenous overrepresentation in prisons. The streetwear brand not only serves as a vehicle for cultural expression and social justice advocacy but also embeds Indigenous ways of knowing into its operations—from procurement to human resources. Sean’s commitment to sustainability is reflected in the use of eco-friendly materials and a made-to-order business model, resonating with Indigenous values of respect for the environment. Through on-the-job paid training programs, Red Rebel Armour supports individuals reentering the community from the criminal justice system, promoting successful reintegration. Looking ahead, Sean aims to expand the brand internationally and enhance its social impact with new initiatives, including the Wahbanung Employment Service and leveraging recent advancements such as CAMSC certification and support from the First Peoples Economic Growth Fund.
Sean Rayland (he/him) is the owner of Red Rebel Armour, an Indigenous-led streetwear brand with a social mission. It aims to reduce recidivism by offering paid on-the-job training to those reentering the community from the criminal justice system. This initiative has significantly aided formerly incarcerated individuals in rebuilding their lives, fostering healing and empowerment.
Red Rebel Armour integrates Anishinaabe culture into contemporary streetwear, forming a unique and impactful style that celebrates Indigenous identity and pride. The brand not only focuses on fashion but also on social impact, helping community members overcoming barriers to employment post-incarceration. It appeals to those who value Indigenous culture, authenticity, social responsibility, and artistic expression.
Offering a diverse clothing line that fuses Anishinaabe motifs with streetwear designs, Red Rebel Armour collaborates with Indigenous artists, designers, and activists. These collaborations result in limited-edition collections that elevate Indigenous voices and generate economic opportunities within Indigenous communities.
Can you elaborate on the inception of Red Rebel Armour and what motivated you to focus on reducing recidivism through your streetwear brand?
I’m and ex-gang member and addict, and I wanted to reduce the barriers our relatives face when looking for the good life after incarceration. Having been through many barriers myself I knew I had to create something to make the process easier, coupled with the fact Indigenous peoples represent nearly 80% of the prison population in Manitoba and only 18% of the people in this province, we need solutions fast.
How do you integrate Indigenous ways of knowing and worldviews into the daily operations and overall mission of Red Rebel Armour?
We incorporate Indigenous ways of knowing in our procurement processes, our production process, human resources, and the way we carry ourselves at work, we’re professional and on-time, and make decisions based on our mission, vision and values. Also, in our artwork we aim to create cultural appreciation and advocate for social justice through our symbols and messaging.
Could you share some success stories or key outcomes from the on-the-job paid training programs you offer to individuals reentering the community from the criminal justice system?
Success for us looks like relatives completing programs with justice such as probation, being reunited with their families and finding independence.
So far we’ve had two successful individuals do just that!
Your brand emphasizes eco-friendly materials and a made-to-order business model. How do these practices align with Indigenous values, and what impact do they have on your business sustainability?
The practices align with who we are by reducing our eco footprint by not over producing and wasting inventory, eco-friendly products means safety for our staff and the environment, and the made-to-order business model allows us to stay lean, test new products, and have better control over cash flow.
What are the long-term goals for Red Rebel Armour in terms of growth and continued social impact? Are there new initiatives or expansions you are planning to implement to further your mission?
The long term goal is to expand our business internationally and create more employment opportunities through our Wahbanung Employment Service. We recently made it to the semi-finals for MITs Solve Global Challenges we’re hoping to win this, it will help us reach our social goals faster.
For the brand, we’ll be dropping some new products and designs. We recently received funding through the First Peoples Economic Growth Fund, allowing us to upgrade our equipment and warehouse, and optimize our operations.
Last if this can fit, we just became a CAMSC certified supplier, we hope this will help increase our expansion efforts.
Miigwech
