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All of our products are designed by our founder's daughter, Geneva in her hometown of Como and exclusively manufactured in the Emilia Romagna region of Italy using materials from the industry's leading suppliers to ensure premium quality in each and every garment. With a strong commitment to maintaining the roots and heritage of the brand, many of the prints and decorative pieces of the garments are direct replicates of those used in the original Hell is for Heroes pieces of the 80s. The fleece we use is synthetic and the fur we use holds a SAGA Certification ensuring a sustainable and ethical fur production. Since 2019, our founder's daughter Geneva, has decided to embark on the Hell is for Heroes journey and take over the brand, bringing it forward in a creative and contemporary way without leaving behind the founding elements of the brand. Today, thanks to Geneva, Hell is for Heroes has obtained a new look, introducing bright colors and patchworks of materials that speak to younger generations. Those wearing our pieces continue to carry with them the true spirit of our heritage, style and positive energy, creating a vibe that still today, brings us back to our founder's beloved Aspen in the 70s... a time and place that became a true inspiration for the brand. In 2020, Geneva opened the first Hell is for Heroes storefront located in Madesimo, a boutique ski resort in the Italian Alps where our founder grew up skiing and where his love for the mountains was born.
TRUSTED BY HUNDREDS OF THOUSANDS OF RETAILERS
Jana Starcevic, co-founder of The Completist in London, UK
Jana Starcevic, co-founder of The Completist in London, UK
60-day payment terms
Free returns on all opening orders
Unique products curated for your store
Sign up to unlock wholesale pricing on HELL IS FOR HEROES and thousands of brands on Faire, the marketplace for retailers.
Sign up to unlock wholesale pricing on HELL IS FOR HEROES and thousands of brands on Faire, the marketplace for retailers.
Sign up to unlock wholesale pricing on HELL IS FOR HEROES and thousands of brands on Faire, the marketplace for retailers.
Unlock wholesale pricing
All of our products are designed by our founder's daughter, Geneva in her hometown of Como and exclusively manufactured in the Emilia Romagna region of Italy using materials from the industry's leading suppliers to ensure premium quality in each and every garment. With a strong commitment to maintaining the roots and heritage of the brand, many of the prints and decorative pieces of the garments are direct replicates of those used in the original Hell is for Heroes pieces of the 80s. The fleece we use is synthetic and the fur we use holds a SAGA Certification ensuring a sustainable and ethical fur production. Since 2019, our founder's daughter Geneva, has decided to embark on the Hell is for Heroes journey and take over the brand, bringing it forward in a creative and contemporary way without leaving behind the founding elements of the brand. Today, thanks to Geneva, Hell is for Heroes has obtained a new look, introducing bright colors and patchworks of materials that speak to younger generations. Those wearing our pieces continue to carry with them the true spirit of our heritage, style and positive energy, creating a vibe that still today, brings us back to our founder's beloved Aspen in the 70s... a time and place that became a true inspiration for the brand. In 2020, Geneva opened the first Hell is for Heroes storefront located in Madesimo, a boutique ski resort in the Italian Alps where our founder grew up skiing and where his love for the mountains was born.
