In 1927, Louis Rosenstock founded General Sportwear, a small apparel manufacturer based in Ellenville, New York. During those modest beginnings, Louis endeavored to build a company with a solid foundation that reflected his personal values: tradition, integrity and vision.
On January 5, 1948, Louis launched DEVIL-DOG® Dungarees, which were said to be "Tough as a Marine!" as a result of their strength and durability. Having proudly served as a member of the Army of the United States from 1917-1918, Louis chose the name DEVIL-DOG in honor of the Marines and all the armed forces that fought so bravely for our country.
On April 23rd 1952, Louis founded Devil Dog Manufacturing Corp. in Zebulon, North Carolina. For over 70 years, Devil Dog has been a staple in the Zebulon community, where our iconic 1950's DEVIL-DOG® Dungarees sign sits proudly on top of our distribution center to this day.
In July of 2019, DEVIL-DOG® Dungarees was reborn as a mens denim and lifestyle brand with the sole purpose of making casual, comfortable clothing that fits great, lasts long, and is designed with a high perceived value in mind.
In 2019, DEVIL-DOG® Dungarees proudly partnered with the Wounded Warrior Project ("WWP") to support their mission to honor and empower wounded warriors. Since then, we've contributed a total of $175,000 to WWP, regardless of sales. Alongside these donations, we’re equally committed to raising awareness of WWP’s incredible work. Through engaging social media campaigns, participation in WWP events, and our signature dog tag on every pair of jeans, we proudly highlight this partnership and our shared dedication to America’s heroes.
