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The last time the fashion industry experienced a female liberation movement was during the “bra burning 60s.” 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 women’s wear industry has been flooded with hyper-feminine pieces with low-necklines and bias cuts leaving females to pursue the male dominated streetwear industry. With little to no options, females were only recently given quality alternatives including, Hellz A Crime For All Seasons.

Since 2005, Hellz has provided fashion alternatives for the bold fashionista with edgy, graphic tees, jackets, denim and accessories, influenced by all things subversive; from the grity streets of New York, where Hellz was founded, to sexploitation flicks of of the 1960’s and 1970’s. Founder/Designer Lanie Alabanza-Barcena along with partner
in crime, Bam Barcena continue to defy all the rules of conformity and any fashion entity that claims a woman’s style cannot breach strength, individuality and feminine flair simultaneously. Hellz communicates to the individual who lives life hard and fast. There’s a streetwear liberation
upon us...
... be a part of the movement.

Lanie Alabanza-Barcena:
Working in the fashion industry for nearly 8 years, Lanie first began her involvement in the industry as an intern graphic designer for A# apparel company. Lanie also had her hand in the creative aspect of advertising, however her swayed her more toward her first love, fashion.

In 2004, Lanie moved from Los Angeles to New York where she worked as the ladies graphic designer for Triple 5 Soul and later went onto Rocawear as the ladies Art Director for 3 years.

Lanie also worked with the likes of the following companies: Stussy, Gallaz, Levi’s intimate apparel,
Bella Roc, 310, SDPRJ and Patricia Field to name a few.

Bam Barcena:
Hailing from SD, California with roots in music & skate boarding, Bam has over 9 years of design leadership and collaboration in the contemporary and street wear industry.

In 1999, Bam worked for A#, as a graphic designer for interational distribution, specifically Japan. In 2001, Bam helped form the street design collective, Cleanercorp. Under Cleanercorp, Bam worked for companies such Understudies, Irons and SDPRJ.

In 2004, Bam relocated to NY where he worked as the Sr. designer for Ecko and PRPS Goods as the design director.