THE STORY BEHIND
REBELS & OPTIMISTS
The story behind the brand is the story behind the founder, Charlotte.
DISCONNECTION FROM LIFE
Following “the rules” in life led to feelings of emptiness and misery. Depression and anxiety. Is this all there is?
It was time for a change. A sabbatical.
1
DISRUPTION AND CONFUSION
The sabbatical did good. Rest and play.
But then came confusion. What now? Who am I? What do I want? Can I have what I want? Why do I feel so different from everyone else?
A lot of trying and not knowing.
2
DETOUR
U-turn happened. Back to the old ways of doing work and life. But it did not feel good, it felt meaningless. What is the point of living if you don’t feel alive?
You cannot un-see what you see. It was time for a new pivot. Third time quitting a “stable” but oh so soul sucking job.
3
DECISION AND ACTION CREATES CLARITY AND CONFIDENCE
Decided to go all in. Trusting life and self. Convinced that my experiences, perspectives and disruptive personality is important and needed in this world.
Rebels & optimists was born.
4
About Charlotte
Hello!
Charlotte is a courageous rebel and a slightly delusional optimist. She is a visionary who loves asking questions and challenging what is. A recurrent theme in her life has been to go against the grain, find courage within and do things differently, and that is “coincidently” also what makes her feel truly alive.
After first having done all she thought she was supposed to do in life - getting the good grades, the law-education and the good-on-paper, stable jobs - she found herself deeply unhappy with her own life. She knew then that the most important thing is not to follow the script and create a life that looks good, but to create a life that actually feels good.
Charlotte has created Rebels & optimists because she knows that her purpose is connected to challenging the status quo, to doing things differently and to showing people what is possible when you stop doing what you think you should do and start doing what you want. She has the gift of seeing people deeply and of moving those who come into contact with her towards a life that truly feels good and expansive to them.