About
Hells Bells is an Italian brand with a French DNA.Born in 2006 in the Marais of Paris in that hotspot for the young and the stylistically restless that is Noir Kennedy, a minuscule boutique with a cult following, in 2009 Hells Bells has been acquired by Italian group VADE. French-Japanese trendsetter Sebastien de Jaeger aka Joon, who started the line, is still involved in the development of the styles. Hells Bells has grown into a complete collection, offering, quite stubbornly and rather fiercely, niche products at an affordable price.
Philosophy
Although its output mainly consist of skinny jeans and printed t-shirts with a medical cabinet flavor, Hells Bells, whose name derives from an emblematic AC/DC title, is much more than a denim line. It is the expression of a world and its esthetic: a timeless one that appeals to outsiders, outcasts and independent individuals. The rebelliously stylish spirit is condensed in the logo: a playing card, an ace with a top hat on it. The ace stands for risk and originality, for a will to change at any cost; the top hat expresses a heartfelt appreciation for sophistication and elegance. It is outspoken, yet not loud; fast and unfrilly, but never dull.