Streetwear for girls remains a market opportunity in today’s youth culture, particularly in North America. However, as Lanie Alabanza-Barcena, the owner and creative director of Hellz Bellz, one of a handful of core streetwear brands for girls describes the scene today, “There should be way more of us out there. Different types of brands and styles for different types of girls into streetwear culture.”

To Lanie, Hellz Bellz is one strong brand in the growing marketplace, and with her recent collection, shown in New York at United Tradeshow, her themes come from a mix of mod culture, Vivienne Westwood punk, early hip-hop, and her own street-style sensitivity. Colored denim, recontextualized jersey letterman jackets for girls, synched coats and customization features in jacket, denim, and T-shirts are what make Hellz Bellz such an interesting brand. In addition with this collection are print patterns that give it a mod-military feel and Hellz Bellz characteristic cuts that create sexy silhouettes.

Lanie started off in design but quickly learned every facet of the business including marketing and went on to work for Triple 5 Soul before becoming the Art Director for Rocawear. After some time at the large brand, she decided to launch her own line of streetwear for girls a couple of years ago. Today, whenever designers in streetwear talk about clothing for women in this genre, Hellz Bellz is the first name that comes to mind as one of the pioneers in streetwear culture for girls.