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The last time the fashion industry experienced a female liberation movement was during the “bra burning 60’s.” Bras, high heels, make-up and other items supporting the unattainable, standard of beauty, were lit aflame in a “freedom trash can” to symbolize opposition to sexual oppression.
Traditionally, the womens wear industry has been flooded with hyper-feminine pieces with low necklines and bias cuts leaving females choice less. With little to no options, females were only recently given quality alternatives.

Since 2005, Hellz has provided fashion alternatives for the bold fashionista with edgy tops, jackets, denim and accessories, influenced by all things subversive; from the gritty streets of New York to sexploitation flicks of the 1960’s and 1970’s.
Headquartered in Downtown, Los Angeles, Hellz is a contemporary clothing brand catering to the burgeoning class of rebellious youth. Interconnected and ever opinionated, this global community consisting of artists, musicians, and designers lead the world in the creation of subculture. Hellz recognizes this class and celebrates their movement.

Helmed by founder and creative director Lanie B., Hellz is blazing a bold new path in redefining the aesthetic of modern fashion. Lanie’s philosophical approach draws from the fine balance of constraint and restraint, walking the fine line between hi and lo. Hellz broad spectrum in its design spans from punk chic to sophisticated couture and deliberately challenges social norms of the role of femininity and masculinity. Fashion after all, seeks one end to its means: to clothe one out of necessity. Hellz is your necessary accessory that continues to defy all rules of conformity and any fashion entity that claims a woman’s style cannot breach strength, individuality and feminine flair simultaneously.

The last time the fashion industry experienced a female liberation movement was during the “bra burning 60’s.” Bras, high heels, make-up and other items supporting the unattainable, standard of beauty, were lit aflame in a “freedom trash can” to symbolize opposition to sexual oppression.
Traditionally, the womens wear industry has been flooded with hyper-feminine pieces with low necklines and bias cuts leaving females choice less. With little to no options, females were only recently given quality alternatives.

Since 2005, Hellz has provided fashion alternatives for the bold fashionista with edgy tops, jackets, denim and accessories, influenced by all things subversive; from the gritty streets of New York to sexploitation flicks of the 1960’s and 1970’s.
Headquartered in Downtown, Los Angeles, Hellz is a contemporary clothing brand catering to the burgeoning class of rebellious youth. Interconnected and ever opinionated, this global community consisting of artists, musicians, and designers lead the world in the creation of subculture. Hellz recognizes this class and celebrates their movement.

Helmed by founder and creative director Lanie B., Hellz is blazing a bold new path in redefining the aesthetic of modern fashion. Lanie’s philosophical approach draws from the fine balance of constraint and restraint, walking the fine line between hi and lo. Hellz broad spectrum in its design spans from punk chic to sophisticated couture and deliberately challenges social norms of the role of femininity and masculinity. Fashion after all, seeks one end to its means: to clothe one out of necessity. Hellz is your necessary accessory that continues to defy all rules of conformity and any fashion entity that claims a woman’s style cannot breach strength, individuality and feminine flair simultaneously.