In 2019, Ginevra Fiume, the daughter of Riccardo, decided to take over the company with the aim to chart a new course for the renowned brand that would bring it back to its glory days with a modern spin, ultimately luring a younger audience.
Her mantra is simple: blending legacy and currency, expertise and creativity.
Needless to say, Ginevra knows the brand like the back of her hand, having lived its success, expansion, and evolution since she was a child.
Culling from Hell is for Heroes’ extensive archives, she launches the first collection in 2019 for
FW 2020 and opened the first directly-operated store in Madesimo, Italy, in December 2021.
Entirely Made in Italy using erstwhile artisanal techniques, the defining traits of Hell is for Heroes are a vivid color palette, prized Italian fabrics, intricate standout details, and a latter-day interpretation of the label's core values and aesthetic. Each and every item is a true hero piece to be worn freely.
In a rollback to the past, the young entrepreneur captures that upbeat glam vibe that one could breathe in Aspen in the Seventies.
A lifestyle that Riccardo Fiume lived at a fast and full pace between Aspen and Denver, between the slopes and après ski life.
Preserving Hell is for Heroes’ knack to go against the grain, Fiume's ski wear is meticulously crafted from high-end fabrics such as waterproof silks, stain-resistant leather, soft wool cloth, boiled wool, tartan, and paisley.
Embracing the mantra that details make a difference, many pieces are intricately embellished with hand-stitched embroideries, jewelry, leather or velvet inserts, beads, and fringes.