The lovely ladies of HELLZ are like family to MISS - and like family, we revel in their success! We are so pleased to see them now (for the very first time) have their pieces in a Concept Shop of their own creation off of the legendary Fairfax Ave. To celebrate the Concept Shop - a collaboration with their brother line GPPR - the duo threw a slammin’ party! The whole HELLZ gang was out and brought with them a collection of their biggest supporters and fans, including rising star Dev who also performed! The shop was crazy packed with the most stylish ladies in L.A. and skater boys. By the time I arrived, the party had already spilled out into the street and was causing quite the scene.

The store was decorated to suit both brands. It represented both styles perfectly and in the coolest way possible. As soon as I walked in, I noticed this wall. How hot is that!

If you were not able to make it out to the Concept Store on launch night, you have to head over to 424 Fairfax (FourTwoFour) and check it out. Word on the block is if you say GPPR&HELLZ sent you there is a special discount. Thanks to Lanie and Brittany for inviting us out!

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