R13
- Company typePrivate
- Founded2011
- HeadquartersWest New York, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What R13 does
R13 (legal entity: 13 Rattles, Inc.) is a New York–based, founder-owned luxury fashion brand founded in 2011 by Chris. The company designs and sells punk/grunge-inspired ready-to-wear, denim, footwear, and accessories through a direct-to-consumer e-commerce site (r13.com) built on Shopify, a single flagship retail store at 34 Howard Street in SoHo, and a wholesale network of department stores and specialty stockists. Signature product lines include the Harness Collection of handbags, the Stack and Double Stack boots, the Boy Straight Japanese indigo denim, and the oversized Ragged Blazer with raw/distressed finishing, with premium materials sourced from Italy (leather, wool blends) and Japan (denim).
The business model is primarily one-time unit-priced DTC retail, with prices ranging from approximately $595 (Kurt High Top sneakers) to $3,995 (top-tier blazers), supplemented by digital gift card sales and B2B wholesale distribution. R13 monetizes through Shopify-powered checkout with PCI-DSS-compliant processing and accepts Amex, Visa, Mastercard, PayPal, and Klarna in the US. International commerce is enabled by Global-e (local currency, duties, taxes) with DHL Express fulfillment to 100+ countries, while domestic US orders ship via UPS. The customer base is fashion-forward women (with an emerging men's footwear line and unisex R13 X VEERT accessories) who prioritize a non-conformist luxury aesthetic, with no enterprise/B2B anchor accounts identified. The company operates without disclosed external venture or private equity funding.
R13 firmographics
Firmographics- Name
- R13
- Legal name
- 13 Rattles, Inc.
- Website
- https://r13.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Ownership category
- akta.pro rank
R13 industry classification
Industry- Product category
- Luxury Fashion
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Luggage and Leather Goods Retailers (45832), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Leather & Leather Products (3100)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
- akta.pro secondary industries
- Small Leather Accessories Manufacturing (Belts/Straps/Watch Bands) (IMAOAFAG), Small Leather Goods (Wallets, Cardholders, Keyholders) (CRAKAEAB), Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE)
Keywords
Where R13 is headquartered
LocationHeadquarters
- HQ city
- West New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
R13 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for clothing, footwear, and accessories through r13.com e-commerce platform and flagship store. Products sold at full price and during promotional sale periods.
- Digital Gift Cards: R13 digital gift cards sold on r13.com, redeemable for eligible purchases. Gift cards are non-refundable, non-transferable, and do not expire.
- Wholesale Distribution: B2B wholesale sales to department stores and specialty retailers through stockist network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ready-to-wear clothing (tops, sweaters, pants, jackets, dresses) |
| Unit Pricing | Pay-as-you-go | Denim collection |
| Unit Pricing | Pay-as-you-go | Footwear |
| Unit Pricing | Pay-as-you-go | Handbags and accessories |
| Unit Pricing | Pay-as-you-go | R13 X VEERT collaboration accessories |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
R13 product offering
Product offeringCore offering
R13 designs and sells punk/grunge-inspired luxury fashion across four core categories—ready-to-wear clothing, denim, footwear, and accessories—alongside signature collections like The Harness Collection (Italian leather handbags with chain embellishments) and the R13 X VEERT stainless steel accessories collaboration. Products are sold primarily through the r13.com e-commerce platform, a flagship retail store in NYC's SoHo neighborhood, and a global network of wholesale stockists. The brand sources premium materials including Italian leather, British wool, and Japanese indigo denim, and ships internationally via DHL Express with Global-e handling local currency, duties, and taxes.
Product overview
R13 is a New York-based luxury fashion brand offering a punk-inspired ready-to-wear, denim, footwear, and accessories collection. The product portfolio centers on four core categories: Ready-to-Wear (tops, sweaters, pants, jackets, coats, dresses), Denim (various fits from slim to wide leg), Footwear (harness boots, cowboy boots, sneakers), and Accessories (handbags, belts, jewelry). Signature offerings include The Harness Collection featuring handbags with chain embellishments and gothic hardware, the R13 Monogram Bag in Italian leather, and the R13 X VEERT collaboration. The brand operates its e-commerce store at R13.com, its flagship store at 34 Howard Street NYC, and offers international shipping through Global-e.
Differentiator
Problem solved
Functional benefit
Brands
- R13 X VEERT: Collaboration collection with VEERT lifestyle brand, featuring stainless steel jewelry pieces including chains, keychains, and bag charms. Made in Italy, designed in New York.
Products and services
- Ready-to-Wear R13's primary clothing category encompassing tops, tees, sweatshirts, sweaters, pants, shorts, jackets, coats, dresses, and skirts. Designed with a rebellious, punk-inspired aesthetic featuring distressed details and oversized silhouettes. Designed for fashion-forward women seeking luxury fashion with a punk/grunge edge.
- Denim R13's signature denim collection featuring various fits including Boyfriend & Crossover, Straight, Loose & Wide Leg, Flare & Bootcut, Slim & Skinny, and Shorts. Made from Japanese indigo denim with comfort stretch. For fashion-forward consumers seeking designer denim with punk-inspired detailing.
- Footwear R13's shoe collection including harness boots, cowboy boots, platform boots, high-top sneakers, and lace-up boots. Features signature chunky soles, Stack and Double Stack boot designs, and punk-inspired aesthetics. For fashion-forward consumers seeking distinctive footwear.
- Accessories R13's accessory line including handbags, belts, scarves, hats, jewelry, and underwear. Features the brand's signature harness and punk-inspired hardware. For fashion-forward consumers seeking distinctive accessories.
- The Harness Collection Signature handbag collection featuring harness-inspired chain embellishments, Italian leather, and gothic logo hardware. Includes the R13 Monogram Bag, Harness Boho (Small and Carry All), Harness Clutch, and Harness Wallet Clip On. For fashion-forward consumers seeking distinctive luxury handbags.
- R13 X VEERT Collection Collaboration with VEERT (lifestyle brand founded by Julia Lang) featuring stainless steel accessories including the Triple 8-Ball Chain, Cross-Link Chain, and Hotel Key Tag Chain. Made in Italy, designed in New York. For fashion-forward consumers seeking statement jewelry and accessories.
- E-Gift Card Digital gift cards redeemable on R13.com for eligible purchases within the U.S. and internationally. Non-refundable, non-transferable, and do not expire. For consumers purchasing gifts for R13 customers.
Companies that use R13
Customer profileSegments3 records
Ideal customer profiles2 records
R13 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
R13 partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered featured and core.
- VEERTfeaturedR13 collaborated with VEERT (lifestyle line founded by Julia Lang) to create the R13 X VEERT collection featuring stainless steel accessories including Hotel Key Tag Chain ($425), Cross-Link Chain, and Triple 8-Ball Chain. The collection is described as 'Two distinct worlds collide, in a new expression of strength and sophistication.' Products are Made in Italy, Designed in New York. Julia Lang is a Tanzanian-German serial entrepreneur based in NYC who founded her marketing agency in 2012 and launched VEERT in Winter 2020.
- ShopifycoreR13's e-commerce platform is hosted on Shopify Inc., which provides the online e-commerce platform enabling R13 to sell products to customers. Shopify provides data storage, database, and general Shopify application services.
- Global-ecoreR13 partners with Global-e for secure local currency payment, duties, and tax handling for international orders. Global-e enables international customers to pay in local currency with duties and taxes calculated at checkout.
- DHL ExpresscoreR13 ships all international orders via DHL Express for fast, reliable worldwide delivery. International orders typically arrive within 3-7 business days after dispatch.
- UPScoreR13 ships all domestic US orders via UPS. UPS Ground shipping is free within the 48 contiguous states. Second Day shipping available for $25 and Next Day shipping for $35.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
R13 competitors and assessment
Company assessmentDirect peers
- Isabel Marant: French contemporary luxury designer with rock-chic, bohemian-luxe aesthetic spanning ready-to-wear, footwear, and accessories; comparable to R13 on premium contemporary positioning, price tier, and rock-music-inspired brand DNA.
- Acne Studios: Swedish luxury contemporary brand with rebellious Scandinavian design DNA, multi-category portfolio (ready-to-wear, denim, footwear, accessories), and similar DTC + flagship + wholesale distribution model targeting the same contemporary-luxury customer as R13.
- Helmut Lang: NYC-founded minimalist/edgy contemporary luxury brand with strong denim and ready-to-wear heritage; shares R13's anti-mainstream positioning, premium price points, and DTC-plus-wholesale go-to-market motion.
- Frame (Frame Denim): LA-based premium denim and contemporary apparel brand with celebrity co-founder DNA and DTC + wholesale distribution; directly comparable to R13 on premium denim positioning, price points, and target customer.
- AllSaints: London-based contemporary apparel brand known for edgy/leather-driven aesthetic and premium price points; competes directly with R13 for the same fashion-forward customer across apparel, footwear, and accessories via DTC, flagships, and wholesale.
- Rick Owens: Avant-garde luxury designer brand with dark, gothic, grunge-adjacent aesthetic; comparable on edgy positioning, premium price points, and a founder-driven brand narrative in the same anti-mainstream luxury segment as R13.
- Alexander Wang: NYC-based contemporary-luxury designer brand with rebellious, downtown-cool aesthetic spanning ready-to-wear, denim, accessories, and footwear; directly comparable positioning, pricing tier, and customer base to R13.
- Off-White: Contemporary luxury fashion label blending streetwear and high fashion with quotation-mark branding; comparable positioning to R13's punk-inspired luxury crossover, with similar price points across apparel, footwear, and accessories.
Broad incumbents
- Balenciaga: Kering-owned luxury house with grunge/avant-garde-leaning ready-to-wear, footwear, and handbags; competes in adjacent cultural territory to R13 with significantly broader scale, runway presence, and global retail footprint.
- Saint Laurent: Kering-owned French luxury house whose grunge/rock-chic DNA under Hedi Slimane created the modern template R13 references; competes in the same cultural space with vastly greater scale, marketing budget, and category depth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
R13 social profiles
Digital presenceR13 compliance and trust
Trust signalCompliance1 record
R13 financial estimates
Financial estimateRevenue estimate
Valuation estimate
R13 leadership team
Management profileNumber of profiles
Profiles1 record
R13 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
R13 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about R13
What does R13 do?
R13 designs and sells punk/grunge-inspired luxury fashion across four core categories—ready-to-wear clothing, denim, footwear, and accessories—alongside signature collections like The Harness Collection (Italian leather handbags with chain embellishments) and the R13 X VEERT stainless steel accessories collaboration. Products are sold primarily through the r13.com e-commerce platform, a flagship retail store in NYC's SoHo neighborhood, and a global network of wholesale stockists. The brand sources premium materials including Italian leather, British wool, and Japanese indigo denim, and ships internationally via DHL Express with Global-e handling local currency, duties, and taxes.
Is R13 a public or private company?
R13 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was R13 founded?
R13 was founded in 2011.
Where is R13 based?
R13 is headquartered in West New York, United States, in the North America region.
How does R13 make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are digital Gift Cards and wholesale Distribution.
Who are R13's main competitors?
Direct peers on record are Isabel Marant, Acne Studios, Helmut Lang, Frame (Frame Denim), AllSaints, Rick Owens, Alexander Wang and Off-White. Broad incumbents are Balenciaga and Saint Laurent.
Does R13 have an API?
No public API is recorded for R13.
What industry is R13 in?
R13's product category is Luxury Fashion. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail, with a secondary code of IMAOAFAG, Small Leather Accessories Manufacturing (Belts/Straps/Watch Bands). Its NAICS code is 458110 and its SIC code is 5600.