Hell is for Heroes: brand origin and philosophy
Hell is for Heroes was conceived in London in june 1984, by Riccardo Fiume who, while working 10 years as fashion designer dan les maison couture Kenzo and JPGaultier in Paris, London and Tokyo decided it was time to return to his roots in Milano and Cortina d’Ampezzo to realize his dream to create his own skiwear brand.
Combining his pro-skiing experience in downhill race of Europe cup with his international fashion knowledge to create a luxury fashion-skiwear brand fit for the needs of solid skiers fulfilling a niche in the market for technical / functional skiwear with a cool / rock interpretation.
The brand name coming from the glamour of Steve McQueen film “Hell is for Heroes” which stands for youth and positivity.
Today, Hell is for Heroes owns the luxury / fashion Skiwear market segment and stands for quality, functionality and cool. With its roots and DNA, being the 70’s Ski vibe in Aspen, which epitomizes freedom, speed and individuality.