Rebel Threads Opens Location in DA Business Incubator
Rebel Threads is a carefully curated contradiction. It is not about being loud or aggressive. Rather, it offers a persistent stand for individuality and sustainability. Proudly stated on the home page of its website, it is the makerspace for fashion rebels and creative souls in the Twin Ports. And while the company was only recently formed this past January, its founder, Sasha Howell, brings decades of experience and passion.
Located in the Development Association’s Superior Business Center, Rebel Threads is the latest emerging company looking to grow and prosper in Superior. Even though Howell is new to the business side of her craft, she is a self-proclaimed costume alchemist, educator and lifelong fabric nerd. This experience has been key in sewing up a sturdy business plan.
“I’ve been involved with costuming theater productions at the university level for 13 years,” Howell stated. “I have spent even more time teaching people how to express themselves through fashion and identity.”
Rebel Threads is a nod to what Howell represents. She said the name originated from her personal style, one that enjoys and appreciates rock music, tattoos and just being bold and loud. Yet within the name there also is her belief that clothes are more than just items to be worn and discarded. Part of the rebel business model is the frustration with the disposable culture that often comes with fashion.
“Sustainability and turning old clothing into something new is part of our mission,” Howell explained. “Tons (pounds) of clothing goes into our landfills every day. I want to show people they can still turn that old t-shirt into something useful for tomorrow.”
Howell said she sees clothing as artifacts, each with a story to tell. It is a battle against the idea that clothes should be cheap and temporary. For those who sew or alter their own clothing, it builds a connection to what they wear and creates something that truly represents them.
The store’s aesthetic is a direct reflection of its surroundings – it’s practical, resilient and unapologetically real. Just as the city’s historic buildings stand strong against the elements, the clothes at Rebel Threads are meant to last.
Yet the business model is not strictly focused on repurposing old clothing or creating costumes for the theater or Halloween. Howell plans to offer educational opportunities for experienced tailors and those curious in learning the craft. Her goals are to help inspire anyone interested in sewing and who are willing to be creative and make mistakes.
“It is very easy to give up,” Howell said, ironically comparing the same struggles that come with being an entrepreneur and sewing. “There can be some self doubt and concerns that no one will like what you have created. With that, it is so exciting to see what could be and I look forward to what we are creating here.”
Humble Beginnings
Up until this past year, Howell would consider herself much more of an artist than an entrepreneur. This was a minor roadblock in starting Rebel Threads. She did her homework and began studying the ins and outs of owning a business. It would be a 10-week cohort with Northspan in Duluth that kickstarted her goals.
“It really was an excellent program that really showed the path to take in owning a business,” Howell explained. “It really inspired me and created a vision of what it (Rebel Threads) could be.”
A short time later, a chance meeting with Jenice Meyer, assistant executive director of the Development Association, brought Howell’s dreams into reality. Struggling to find a space that would work, both in space and cost, for her new business, Howell met with the Entrepreneur Fund to explore options.
“I basically just spoke my dreams out loud and Jenice Meyer told me there was some space available through the Development Association that could work,” Howell said.
Meyer commends Howell as a small business owner who has found a unique business niche in the region.
“She puts in the time, day after day, working to bring her dream of Rebel Threads closer to reality,” Meyer said.
With her business plan created and the financial model complete, Meyer added that Howell was looking for a space to offer classes and house her costumes in one, accessible space. With UFFDA Kombucha graduating into their new building a few blocks down, Meyer said the Development Association had a rental space opening on the garden level of their 1401 Tower Ave business incubator.
“The timing lined up perfectly for Sasha to move in just as UFFDA was moving into a space of their own,” Meyer explained.
It more than worked out for Rebel Threads. Howell was able to secure two spaces in the business incubator, one for all of the garments she had accumulated, and the other for the business side. The location has allowed her to expand and grow business.
“All the resources I need are literally one floor above me,” Howell said. “I am so thrilled to be where I am at and working with the Development Association to help everything come together and move forward.”
Howell credits Jim Caesar, executive director of the Development Association, for encouraging and supporting her through the entrepreneur journey.
“Jim has been so helpful, so supportive throughout the process,” Howell stated. “It has been a thrill working with him and Jenice over this past year.”
The Development Association was a critical resource for Rebel Threads, according to Meyer. She added it is part of their services they provide for dozens of new and growing businesses each year. They also offer three business incubators that serve approximately 40 new, growing and distressed businesses each year. Meyer said a small, just getting established business like Rebel Threads is provided flexible, affordable space with low overhead expenses. The business incubators are a lifeline and often the final factor in someone taking the leap and opening their own business.
“Our role goes beyond simple introductions; we connect, support, mentor and equip entrepreneurs like Sasha with the tools they need to successfully launch and grow their businesses,” Meyer explained. “We remain by their side at every stage – celebrating their wins, troubleshooting challenges, and ensuring they have access to the right resources to keep moving forward. Our members are deeply committed to this mission, helping to foster the creation and growth of businesses that strengthen our overall regional economy.”
Community Support
Howell was born in Willmar, Minn., and grew up in Iowa. Now that she has lived in the Twin Ports for many years, she said it feels like home. This was never more evident than when she first started Rebel Threads.
“When I needed help moving my garments to the new space, a small army of community members stepped up and gave me a hand,” Howell said. “When I needed assistance with a large quilting project for the children’s museum, many came forward and lent their talents to get the job completed.”
Meyer added that Howell’s ability to upcycle fits right in with other downtown small businesses like Angie’s Closet, Emphatic+ and Earth Exchange.
“All are within a few blocks of each other,” Meyer added. “There is a growing market for consumers who are interested in upcycled and gently used clothing. Rebel Threads can be a great fit within this new and growing local and regional ecosystem.”
In an age where everything seems fleeting and disposable, Rebel Threads stands as a quiet, powerful testament to the opposite. Howell feels she is not just selling unique garments and offering up alterations to one’s current wardrobe. A strong message in her business model is promoting a philosophy throughout the community. Howell wants to show people that what they wear can have a story, a history, and a future.
With every stitch, she is mending not just torn fabric, but creating a lasting relationship between people and their possessions. Rebel Threads is not just a business, it is a living, breathing work of art. Howell is looking to weave a new, more intentional narrative for people in the greater Superior region, one unique garment at a time.
Wade Petrich is an English teacher at Denfeld High School and former publisher/co-owner of the Hermantown Star.
