ICONS COLLECTION

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DESIGNED FOR THE CAR OBSESSED. BUILT INDEPENDENTLY.

Where fashion meets custom car culture. HELS is created by Helen Stanley — former fashion blogger, custom car builder, TV presenter (Goblin Works Garage, Motor Pickers, World’s Greatest Cars) and automotive influencer.

A lifelong creator and car girl, Helen brings her love of modified culture and street style together in a unisex, made-to-order brand with zero waste and zero rules.

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  • 02 Classics

    02 Classics

    A celebration of timeless automotive culture. The Classics Collection features your favourite...

    02 Classics

  • Pop Art Lambo Girl

    05 Art

    Automotive art prints by Helen Stanley, inspired by diners, drag strips and...

    05 Art

  • 01 Icons

    01 Icons

    The Icons Collection brings together Hels’ most standout automotive-inspired designs — bold...

    01 Icons

WHY HELS IS DIFFERENT

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    AUTOMOTIVE-INSPIRED

    Streetwear inspired by custom + modified car culture.

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    INDEPENDENT BRAND

    Designed + run entirely by Helen Stanley.

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    UNISEX

    Made for everyone who loves cars.

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    MADE TO ORDER

    Printed individually to reduce waste.

FOLLOW HELS

Follow the brand on Instagram for new drops + behind the scenes

@hels_brand

STORIES FROM HELS

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  • Why My Streetwear Brand HELS Uses 24-Hour limited Drops (and How 'Ghost Torque' Started It All)

    Why My Streetwear Brand HELS Uses 24-Hour limit...

    Discover why my unisex streetwear brand HELS releases exclusive 24-hour limited drops alongside permanent collections. From creative freedom to community connection, this strategy keeps each design rare and meaningful. Learn...

    Why My Streetwear Brand HELS Uses 24-Hour limit...

    Discover why my unisex streetwear brand HELS releases exclusive 24-hour limited drops alongside permanent collections. From creative freedom to community connection, this strategy keeps each design rare and meaningful. Learn...

  • HELS MOTORSPORT — Retro Racing Style, Reimagined

    HELS MOTORSPORT — Retro Racing Style, Reimagined

    Discover the inspiration behind the HELS Motorsport collection — a retro-racing, pop-culture-fuelled streetwear line featuring nostalgic sponsor-style graphics, checker patterns and signature HELS artwork. Designed for car lovers and creatives...

    HELS MOTORSPORT — Retro Racing Style, Reimagined

    Discover the inspiration behind the HELS Motorsport collection — a retro-racing, pop-culture-fuelled streetwear line featuring nostalgic sponsor-style graphics, checker patterns and signature HELS artwork. Designed for car lovers and creatives...

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