For over 75 years, DEVIL-DOG® Dungarees has been crafting premium denim and apparel that embody resilience, quality, and timeless American style.
1927: The Beginning
In 1927, Louis Rosenstock founded General Sportwear, a modest apparel manufacturing company in Ellenville, New York. With a foundation built on tradition, integrity, and vision, Louis aimed to produce quality garments that stood the test of time.
1948: Birth of DEVIL-DOG® Dungarees
On January 5, 1948, Louis introduced DEVIL-DOG® Dungarees, renowned for being "Tough as a Marine!". This slogan reflected the strength and durability of the dungarees. Having served in the U.S. Army from 1917 to 1918, Louis named the brand in honor of the Marines and all armed forces who bravely defended our nation.
2019: A NEW ERA
In 2019, DEVIL-DOG® Dungarees embarked on an exciting new chapter, embracing its roots while stepping boldly into the future. Still proudly operated by the Rosenstock family, the brand continues to uphold the same values of quality, craftsmanship, and integrity that have been at the core of the business since its founding. This new era is not just about bringing back a historic name but about reimagining it for today's modern man.
With a dedication to innovation and fit, DEVIL-DOG® has evolved into a contemporary men’s denim and lifestyle brand.
