My name is Alexandre Labelle and I am the Kindness Rebel founder.  I am a proud Canadian.  I’m also a father, a husband and I have a dream — a dream to see kindness.  Not just as a distant ideal or something that flickers in rare moments, but as something real, visible, and tangible.  One day, I imagined a world where kindness isn’t hidden in silence — where it’s worn boldly, lived daily, and seen everywhere.  That vision gave birth to this idea: to rally people around wearing their kindness like a banner.  I have this fantasy that, one day, we’ll look around and see Kindness Rebels everywhere — in the streets, in malls, in schools.  Kids, adults, elders — standing side by side. 

A quiet army of light, walking through the world with compassion on their sleeves.  This brand is my cry from the heart.  A reminder to act like humans again.  To remember that kindness, empathy, and love are not signs of weakness — they are the strongest forces we have.  May this brand speak to something deep within you. May it remind you that you are not alone in believing in a better world.  Let’s keep the faith.  Let’s build a global community of kind souls, united by something bigger than ourselves.

The Molecule Fueling the Movement

Oxytocin is often called the “love hormone”,  but it’s so much more than that.

It's more than merch. It's kindness that you can pass on.

Every Kindness Rebel item purchased — whether it’s a hoodie, hat, tee, or accessory — carries more than just fabric and stitching. It includes a Kindness Rebel bracelet: a small symbol with a big purpose. It’s a reminder that kindness isn’t meant to stay still. It’s meant to move from one person to another — sparking a ripple of hope that connects us all.

Here’s how it works: when you perform an act of kindness, give your bracelet to the person you helped, and invite them to do the same for someone else. Each exchange keeps the ripple alive — hand to hand, heart to heart, city to city. Who knows, maybe it will travel borders. Over time, these simple gestures form a living chain of kindness the world can actually see.

This isn’t just merchandise. It’s a quiet revolution, one bracelet at a time.

You’re the one who started it.