Rebel Nell x Joe Louis: 100 Years of Hockeytown, Worn Your Way
Detroit doesn’t just watch hockey—we live it. For 100 years, the Detroit Red Wings have been the heartbeat of Hockeytown, building a legacy that started in 1926 (back when they were the Detroit Cougars) and continues into the team’s official Centennial celebration.
And for so many of us, that legacy is tied to one place: Joe Louis Arena—a.k.a. “The Joe.” From 1979 to 2017, it was home ice for the Red Wings and the scene of unforgettable Detroit sports moments.
Now, by popular demand, we’re bringing back our Rebel Nell x Joe Louis Collaboration—an elevated return to a fan-favorite collection we first released when The Joe was coming down, transforming pieces of Detroit history into something you can wear every day.
What makes this Joe Louis Collaboration special?
This collection is crafted from repurposed materials from Joe Louis Arena, featuring that unmistakable Joe Louis red—the kind of red that instantly makes you hear the crowd, feel the cold air, and believe in a comeback.
We’re featuring classic Rebel Nell silhouettes you already love—like Amy Necklaces and Taylor Bracelets—and adding something new to the roster:
The Clover Silhouette: a lucky gift with a Detroit story
Some gifts say “I saw this and thought of you.” This one says “I know your whole Hockeytown heart.” Our clover silhouette adds an elevated, meaningful twist to the collection—bringing luck, love, and a piece of Detroit history into one wearable keepsake. Perfect for the fan who never misses a game, the friend who needs a little extra good energy, or the collector who wants something fresh in a classic collaboration.
The story behind the name: Joe Louis, the man
Joe Louis wasn’t just a champion in the ring—he was also a symbol of dignity and possibility for Black Americans in a deeply segregated era. During World War II, he used his platform to support the U.S. war effort and pushed for greater equality, including participating in benefits and donating significant earnings to relief efforts.
As Black History Month approaches, we wanted to honor the full meaning behind the name on the arena—and what it represents in Detroit: excellence, resilience, and a city that keeps fighting forward.
From The Joe to your jewelry box: “One of No Other Kind”
Rebel Nell was built to create employment, equitable opportunity, and wraparound support for women with barriers to employment—turning meaningful, repurposed materials into wearable art that marks life’s moments.
So yes—this is a Detroit hockey story.
But it’s also a Detroit people story.
Every piece in this collection is a reminder that your city, your memories, and your milestones deserve to be celebrated—loudly, proudly, and in full color.
Shop the Joe Louis Collection
Whether you’re gifting the biggest Red Wings fan you know (or, let’s be honest, yourself), this is your chance to wear 100 years of Hockeytown spirit—reimagined with upgraded silhouettes and a little extra luck.
Ready to wear the legacy?
Shop the Rebel Nell x Joe Louis Collaboration now.
