HELS MOTORSPORT — Retro Racing Style, Reimagined

If you’ve followed my journey for a while, you’ll already know I’m obsessed with two things: motorsport and retro pop culture. The HELS Motorsport collection is where those worlds collide — a love letter to old-school racing merch, big nostalgic sponsor logos, and the gritty, high-octane energy of car culture.

This collection is bold, loud, and full of attitude… exactly how racing merch should be.

Where the Inspiration Came From

Before everything got corporate and polished, motorsport sponsorship was wild. Fast-food chains. Fizzy drinks. Bold logos. Bright colours. Nothing subtle. And honestly? I miss it. So I created my own spin.
On the back of the HELS Motorsport hoodies, you’ll find my fantasy sponsor lineup — all inspired by the golden era of racing merch:

• Cult-Cola — my own twist on an iconic pop culture drink. You’ll see it across several collections, especially in my Pop Art and Classic range,
• Turbo-King — a playful nod to Burger King, because what’s more “retro motorsport sponsor” than a fast-food giant?
• Lucky Number 13 — this appears throughout my artwork and clothing. It’s my thing,
• Racing checkers — because you can’t do retro motorsport without them,
• My smiley face icon — a reoccurring graphic inspired by my love of 90s pop culture,
• Peace hand — another of my signature symbols that shows up across my designs.

Everything connects back to the visual language I’ve built through my art.

Sleeves That Tell a Story

In true racing-merch fashion, the sleeves aren’t left out. Left Sleeve: HELS Branding? Big, bold, unapologetic — because racing merch never whispers. Right Sleeve: My symbols and motifs all have  meaning:

• Smiley face (90s pop culture obsession), 
• Guerrilla-marketing symbol (because that’s literally how I run my brand),
• Turbo graphic, needs no further explanation, 
• Race-fuel symbol, because, 
• Race-fuel chemical symbol (CH₃ NO₂),
• Crossbones — a nod to my traditional sketching style,

Together, they build a visual identity that’s completely mine.

T-Shirts & Trucker Caps — Same Attitude, New Forms

The T-shirts carry the same graphic punch, perfect for everyday wear. The trucker cap? Pure retro vibes. All designed to feel like merch you’d buy trackside in the 80s or 90s — except completely original.

Why I Created Hels Motorsport

Beyond the aesthetic, the Hels Motorsport collection is rooted in nostalgia. It’s:

• My love of driving fast,
• My appreciation for old-skool racing culture,
• My obsession with bold logos, bright graphics, and iconic sponsor visuals,
• A blend of motorsport energy with my own artistic universe,

The coolest part?

Everything links together. My artwork, my symbols, the stories from my past, the cars I’ve worked on, the culture that shaped me — it’s all connected. Every piece in the HELS brand carries a piece of my life, experience, and creativity.

HELS isn’t just a streetwear brand. It’s a story. A culture. It has soul.