Pioneering women's streetwear brand known for its bold, 90s-inspired graphics and unapologetic female empowerment.
ORIGIN
United States
PRICE TIER
contemporary
Founded in 2005 in New York City and later based in Los Angeles, HLZBLZ (originally Hellz Bellz) was established by Lanie Alabanza-Barcena, a former Rocawear art director whose background in hip-hop and skate culture directly informed the brand's rebellious ethos. As one of the first streetwear labels dedicated entirely to women, HLZBLZ emerged as a pioneer in a notoriously male-dominated industry. The brand rejected the traditional "shrink and pink" approach to women's apparel, instead offering an unapologetic attitude through its bold designs.