The Founder

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     Cameron Cox b.k.a. Lord Shu is an enigma that most people are interested in solving when they meet him. Since his inception, Cameron has put effort into being the best version for his community while remaining elusive. As a child, he always had a knack for entrepreneurship and networking. Being sheltered, fears grew in his heart that worked diligently in holding him back from his potential. Although sheltered, Cameron was very aware at an early age. He would start Kindergarten already knowing how to read and divide in mathematics. The system was not built for him to thrive in and eventually he began to go backwards in his knowledge.

     Cameron had a big thirst for life and helping others. He was also a gifted musician as a child. At the age of 9 he already had a singing group with guts to face his fear of joining choir in his school. Instead of basic choir, he was bumped up into honor choir and would travel GA singing in front of hundreds. This gave him his first check on the checklist of fears. Public expression in any form was what Cameron feared the most. So, he went on a journey of putting himself in every uncomfortable situation he could think of. He joined the honor choir, boy scouts, drama club, tech club, yearbook club, piano club, mentoring, taught Sunday school, moved to Europe, and started working part time by the age of 13. Before the age of 9, his community featured him in the local newspaper for his performance abilities.

     As an adult, Cameron became Cascade Williams. A coveted music producer. The name changed to HalfBloodSultan when he decided to take rapping seriously as a career. During this era, his love for fashion came to life through a friend who had a clothing company of his own. Love took him to many places all over the US. In a spiritual experience, HalfBloodSultan became Lord Shu. Lord Shu is the culmination of fears overcome. The lessons he learned were recorded into several written texts and products that he released. Lord Shu was created by the community and will die by the community.

     Cameron remains elusive and hungry to achieve more for himself with plans to change his name to Lord Shu X.

The Company

     ShuLovesRebels is a fashion house that curate alternative lifestyles to heal and create generational wealth. Lord Shu says, "HBSXPOPUPSHOP is a thrift store disguised as a church." The values that ShuLovesRebels were established on were those of shared resources and minimalism. Also, SLR wholeheartedly believes in sustainability and networking. The fashion house serves the community through alternative lifestyles directly from Lord Shu himself. SLR created a private community to be involved in global projects and help nurture the next young leaders. 

     Whether it be services offered or our fine garments, we pride ourselves in creating the standard. Our team works closely with SEDEX Members Ethical Trade Audit (SMETA) to ensure that our employees lead healthy, safe, and dignified lives.Responsible for maintaining ethical global supply chain practices, SMETA ensures that:

• Work environments are safe and sanitary.
• Business practices are ethical.
• Employees understand their rights in their labor relationships.

The Process

     When people discuss Eco-Friendly Manufacturing, the term ‘slow fashion’ will be top of discussion. Once upon a time fashion was all about mass production which caused a lot of textile waste. Slow fashion became the ecofriendly response to a world-ending issue. ShuLovesRebels is intentional, ethical, and designed to minimize our waste and carbon footprint on the planet.

     According to Business Insider, fashion production makes up 10% of humanity’s carbon emissions and 85% of all textiles can be found at the dump each year. Those textiles will not decay.

     We want to be remembered for the quality of products we deliver, not the waste we leave behind. Zero inventory and ethically sourced materials is how we eliminate environmental risks by getting rid of excess stock and mass production. There are no warehouses full of ready-made materials created by all these machines that may become waste. Our products are handmade to order and crafted with the highest quality, ethically sourced materials.

The Products

Our preferred suppliers provide ECO PASSPORT by OEKO-TEX®️ certified ink and STANDARD 100 by OEKO-TEX®️ certified material. We also wrap handmade products in 100% recycled packaging, certified by the FSC, an organization that promotes environmentally appropriate, socially beneficial, and economically viable management of the world’s forests. Our designer shoes are crafted in Le Marche, Italy, also known as “The Shoe Valley,” which has been home to a unique shoemaking tradition since 1901. All shoes are of the best quality and handcrafted by a network of selected Italian artisans. All shoes are created using pristine Italian leather or suede and in some cases organic canvas, special materials, prints, limited edition textiles and cruelty free vegan leathers. All of our books are printed by Amazon and distributed by ShuLovesRebels.