HLZBLZ Founder Talks Brand History In “Self-Starters” Video Series

It’s not only a women’s streetwear brand. To me it’s lifestyle.

HBIC Lanie Alabanza-Barcena is featured in the latest episode from NBC’s “Self-Starters” web series. The Hellz Bellz founder recalls her upbringing and early influences as she starts the in-depth interview. Working as a designer for early streetwear brands Triple 5 Soul and Rocawear Juniors led to the early beginnings of her own brand. Her graphic tees became instant favorites for celebrities like Beyonce, eventually placing Hellz Bellz as the premier streetwear fashion brand for women worldwide. Her hustle and determination were first apparent when she graced our cover for Volume 1, Issue 3. Today the HLZBLZ brand stays true to Lanie’s creative vision and ideals as it continues to expand and grow. Watch Lanie’s episode below and jump start your creative goals!


Video by Sahra Vang Nguyen for NBC News & NBC Asian America

Marc Mangapit

Editor and freelance writer from Los Angeles. Pizza hunter and burger snob. He misses the old Kanye, the "I can't even go to the grocery store without some Ones that's clean and a shirt with a team" Kanye.

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