Who We Are
Made for
Rebels.
Made for
Rebels.
Rebels.
Endurance wear designed around female athletes — from first-time triathletes to ten-time Ironmans.
Our Story
A Rebel Start.
Rebel was founded by Liz Tremain — a mother, wife, lawyer, and triathlete — out of a simple frustration. Most women's triathlon kit at the time was a scaled-down men's cut in a different colourway. It didn't fit right, it didn't last, and it didn't look like anything Liz actually wanted to wear at 5 a.m. on a Saturday morning.
So she started drawing. And then she started building.
Rebel makes technical gear designed from the ground up around how a woman's body moves through swim, bike, and run — finished in original hand-drawn prints that make the kit worth reaching for on the days you don't want to train.
Beginnings
A Late Start. A Long Game.
Liz came to triathlon the way a lot of women do — through a friend's nudge and a borrowed wetsuit. After her daughter left for college, she started swimming laps at her local YMCA. The swim instructor — herself a triathlete — noticed something, and pushed her to sign up for a local sprint.
At 49, Liz came in second woman overall. By 2015 she'd finished her first Ironman, placing 4th in her age group. Walking through Ironman Village afterward, the Portugal. The Man song "Feel It Still" came on the speakers — and her daughter teased her for mishearing the lyrics as Ooh oh, I'm a rebel with a kickstand.
That became Liz's nickname, and eventually the brand's founding idea: performance gear for female athletes who take the sport seriously — and themselves less so.
A Rebellious Spirit
Liz has now finished five Ironmans and ten 70.3s. Rebel exists to build kit for the athlete who wants the same thing she did — gear that fits, lasts, and looks like it was made with care. Whether that's a first sprint tri on a friend's dare or the tenth loop around Kona.
"I'm Gonna Try."
When you don't feel like going for that run or jumping into that pool, you open a drawer and see something that makes you smile because it's tied to a feeling of possibility. Race day is maybe four times a year. You've got to love the other three hundred and sixty-some days, too.
"I Started Doodling."
Most endurance kit trades in solid colours and simple contour stripes. Rebel goes a different direction. The prints start as hand-drawn sketches — Liz's own, or those of artists she collaborates with — and every design has a story. Because the kit you train in should put a small smile on your face every time you pull it on.
Made By Women, For Women.
Every piece Rebel makes is tested in the conditions it's built for — the pool, the open water, the long ride, the run off the bike. Every print starts with a sketch on paper. And every decision we make comes back to one question: is this something a female athlete will actually reach for?
