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

Streetwear has always been about more than clothing—it’s about energy, culture, and the feeling of being part of something that not everyone has access to. When I launched HELS, I knew I wanted to build more than a unisex streetwear brand. I wanted to create a space where designs feel alive, intentional, and connected to the community wearing them.

That’s why I’m introducing limited 24-hour drops alongside my permanent collections. These short-run releases—like my first drop, “Ghost Torque”—aren’t just products. They’re moments.

Drops Protect the Creative Spark

Design inspiration hits in waves. Some concepts fit neatly into a season or a permanent collection… and some feel like lightning—you catch it or it’s gone.

Limited drops let me release designs in their purest form, without waiting for a big collection cycle. If an idea feels powerful, I want you to have access to it now, not six months from now.

Drop 001 “Ghost Torque” was exactly that. Ghost Torque // definition: lingering or or unintended twisting force that remains in the drivetrain even when you think there shouldn't be any. Ex: after lifting off the throttle or when the clutch is depressed, residual torque can still be transmitted due to drivetrain lash, clutch drag or different preload.

001 Ghost Torque was released on Halloween 25 for 24 hours only. Because in a world of endless scrolling, fast fashion cycles, and constant product refreshes, exclusivity means something again.

Offering a drop for only 24 hours creates a real moment of connection; if you know, you know. If you’re there, you’re part of it. If you grab the piece, it becomes part of your story. It transforms a design from “clothing” into “I was there when this happened.”

It Keeps the Community at the Centre

Limited drops reward the people who show up—those who follow, support, and stay tapped into the HELS brand. Drops almost become a conversation between me and the community. You bring your attention, your energy, and your feedback. I bring fresh ideas, bold visuals, and exclusive pieces that won’t return. This rhythm builds a relationship, not just a storefront.

Drops Allow Me to Experiment

Permanent collections reflect the core identity of the brand. Limited drops are where I get to break the rules. 24-hour releases give me the freedom to play with new graphics, unexpected colours, edgy themes and concepts that might be too experimental for a year-round line. Not everything I create needs to live forever, but it deserves to live once.

You Get Something Truly Yours

One of the biggest reasons for doing limited drops? When the window closes, that design is gone so if you own a drop piece it won’t be restocked, it won’t be recreated and it won’t be worn by everyone else on the block. You get something genuinely scarce—something that carries the story of the moment it was released.

Drops Keep HELS Moving Forward

Streetwear thrives on momentum. These limited releases keep the brand evolving constantly, not just seasonally. While the permanent collections express the foundation of HELS, the drops show the heartbeat—fast, new, restless, and alive.