Hellz Takeover at FourTwoFour on Fairfax
Fairfax Avenue’s male-dominated streetwear block gets a ladies touch with the Hellz Pop-Up shop at FourTwoFour
One of Lanie Alabanza-Barcena’s previous retail experiences—at Contempo Casuals—didn’t last long. “I worked there for one day!” said the queen bee of Hellz. They told her to compliment everyone who came in regardless of their outfit. She said she was not down with that fakeness.
The temporary pop-up shop at FourTwoFour with brother line GPPR is Lanie's way of doing retail. Hellz’s aggressive, risky styles are for a specific niche of misfits (not every girl can pull off diaper-y crotch pants or a leathery jacket with an exposed tulle back). But the females that get it are Twi-hard, Beleiber-level super fans. Not including the looky loos who were skateboarding by from the other streetwear outposts on the Fairfax block—Reserve, The Hundreds, Turntable Lab and Supreme—the itty bitty store was packed all night long during the opening night soiree on July 22. Add in the sushi truck and ice cream truck parked in front and you got a summer block party.
New Hellz x Vans collaboration samples were on display
