Hellz Bellz had me from the start from this line alone, before I had really gotten into viewing the entire line. With style names such as ridin high, and knockin' bitches out the box tee, ruff me up top and no frontin bomber. As Lanie Alabaze mentioned in a previous interview, "this aint no church line" and I confess, I'm in love.
Personamagazine.net caught up with one of the founders. Interview with Lanie Alabaze from Hellz Bellz By Ackley Kidd Contrary to popular belief not every girl is, well, a girly girl when it comes to fashion! Though on average it would seem like the fashion industry has a decent handle on what it takes to satisfy ladies clothing needs, sometimes certain voids are left unfulfilled. With street wear being one of the fastest growing sects in fashion, it was a matter of time before the evolution of ladies apparel took center stage. Making a personal mission out of killing the early design format that many street wear brands use for ladies apparel, Hellz Bellz founder/creative director, Lanie Alabaze, designs are to street wear what Rosey the Rivitor was to feminism. Unnecessary hype? Read on and you be the judge.
Persona Magazine: Where did you grow up?
Laurie Alabaza: I grew up in south east San Diego.
PM: What are some of your early influences that you feel affected your design style?
LA: umm….well coming from San Diego I was definitely effected by the skate culture we have here but most of my inspiration came when I was in New York. I really took in a lot of the culture there and it really had an impact on me. 
PM: Prior to Hellz Bellz where did you get your start designing?
LA: I started as a graphic designer for the ladies department of Triple 5 Soul, from there I moved on to become the art director at Rockawear which I worked at for about 3 years prior to starting Bellz.
PM: What do you feel Hellz Bellz brings to the fashion market?
LA: Well what we did with Hellz is to design it very differently from what was in the street wear market at the time. A lot of the designs that were out there were designed by men. So many times you would get shirts that had flowers and overly cute designs that they felt women wanted. Really what women want is cool progressive designs so I feel that Bellz fits that void.
PM:What are some of your company’s goals for 2009?
LA: My goal for this year really isn’t different then last year which is to grow the brand slowly. Maybe we will add more accessories to the line and possibly a men’s line.
PM: What person or thing you feel best explains your collection?
LA: Hmmm… good question know one has asked me that! I would have to say myself because first and foremost I design the collection for myself and what I like so I would have to say myself.
PM: Who is your favorite designer?
LA: Vivian Westwood! She pretty much started the whole punk style and esthetic.
PM: What are some of your favorite material to use while designing?
LA: I try not to repeat things but currently I really like denim.
PM: Where do you see fashion going in 2009?
LA: I think more of a clean look is going to be the new thing. I think loud color will still be there but not as much.
PM: Well that’s pretty much it for us but one last question… who do you feel is the best dressed cartoon character?
LA: Definitely Betty Boop!
For more information vist www.hellz-bellz.com
The Collection
The combat jacket
The Grotesked Jean in Raw Black
Jackin Jacket in Tourquise
The Bandit top in Red
The Switch Blade Sisters
Celeb Support
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