HISTORY

Hell is for Heroes: brand origin and philosophy

The idea of the brand “Hell is for Heroes” was born in London in 1984.

Riccardo Fiume (Milan – Italy), at the age of 15 years old, had a dream, to create his own clothing brand once he had sufficient international experience, with the goal of doing it within his 35 years of age. In March 1984, he was 34 and a half years old, Riccardo (Development Dept Manager of Kenzo and JP Gaultier) was in London, returning from Tokyo. He entered a discotheque in King’s Road to spend the evening and met some young people that sold old movies posters. He decided to spend his time in selecting six posters to buy for 10 Pounds, among about 200 available. During that evening he bought the poster of an old movie, the first one played by Steve McQueen, “Hell is for Heroes”.

Hell is for Heroes

On his way back to Milan, Riccardo thinks about the meaning of “Hell is for Heroes” and after having watched the movie he falls in love with its communication aspect. In the title of the movie, Riccardo reads his inner motivations that push him to build his own company and his own brand. Motivations that are very close to the ones of the movie: to create a product that incites young people to be positive within the community. This is the spirit of “Hell is for Heroes”.

Remembering his “dream” of when he was just a boy, he realized to be just in time to make it happen within his 35 years of age. On the 22nd of May 1984 Riccardo sets up Hell is for Heroes with the aim of creating a clothing brand, keeping in mind an exclusive and high quality line of fashion snow sportswear. This is what is recognized to Hell is for Heroes’ collection, internationally.

TEAM
team-1

Art Director

RICCARDO FIUME

team-2

Fashion Coordinator

SILVIA BRICHETTI

team-3

Team Principal

FABRIZIO MALERBA

Mob: + 39 335 5241879
e.mail: fabrizio.malerba @hellisforheroes.it

team-9

Italian Agent

FRANCO MOTTI

Via Pitteri,10 – 20134 MILANO – Italia
Mob: + 39 335 271292
e.mail: franco@francomotti.it

team-5

Austrian Agent

BENEDIKT HUBER

6281 Gerlos Tirol, Austria
Mob: + 43 664 3508395
e.mail: bene@hellisforheroes.it

team-4

Suisse Agent

OTTO BUSSER

Haldenstrasse 9 – 8716 Schmerikon Suisse
Mob: + 41 79 421 15 43
e.mail: 8i@sportfashion-buesser.ch

team-7

Spain Distributor

GREGAL SPORT SA

Polígono Industrial Sant Isidre C/Ensina 66-68
Sant Fruitós de Bages -08272 Spain
Mob: + 34 93 872 62 11
e.mail: gregal@gregal-sport.com

team-6

France Distributor

SPORTMANIA SARL

53 Rue de la République, Espace Omega
Barberaz 73000 – France
Mob: + 33 4 79 71 37 56
e.mail: sportmania@sportmania.fr

AWARDS

Hell is for Heroes has been awarded the highest at ISPO:

2006 “Men’s outfit Award”

h4h_ISPO_2006

2007 “Global Sport Style Award”

h4h_ISPO_2007

2009 “Winter Style Fashion Award”

h4h_ISPO_2009

APEX 2009 Awards:

2009 APEX Award winner Polartec
2009 APEX Awards “Tiffany’s Trophy Polartec”
2009 North American 2009 APEX Polartec

awards09