DEVIL-DOG DUNGAREES

DEVIL-DOG® Dungarees is a third-generation family owned brand founded by Louis Rosenstock, who served in the U.S. Army from 1917 to 1918. Louis carried the values of service, resilience, and integrity into business, founding General Sportwear in Ellenville, New York in 1927.

On January 5, 1948, Louis launched DEVIL-DOG® Dungarees, named in honor of the Marines and all U.S. armed forces who bravely defended our nation. Known for the slogan “Tough as a Marine,” the brand quickly became a symbol of durability, grit, and timeless quality. By the 1950s, the business had expanded to Zebulon, North Carolina, where the original DEVIL-DOG® sign became part of the brand’s lasting history.

In 2019, Louis’ grandchildren, Jeff and David Rosenstock,  brought DEVIL-DOG® into a new era, reintroducing the brand as a modern denim and lifestyle company while staying true to the same values Louis built it on: quality, craftsmanship, service, and integrity.

Today, DEVIL-DOG® stands for more than denim. We honor our military roots, support those who serve, and create dependable apparel for hardworking people who value comfort, fit, and purpose. Every piece we make is a tribute to where we came from and a commitment to carrying that legacy forward.