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”.