About

THE STORY OF HELS

HELS is a car culture streetwear brand, combining custom cars, fashion and art in unisex apparel and accessories. 

I’m Helen Stanley - visual merchandiser and fashion blogger, turned custom car enthusiast and TV presenter. You may have seen me on Goblin Works Garage, Motor Pickers or customising cars online. But long before I was on TV, I was sketching designs, styling looks, creating art and documenting car culture. 

The nickname “Hels” started on set years ago, and it’s followed me through every garage, workshop, racetrack and late-night build session. It eventually became more than a nickname - it became a brand. 

HELS is where fashion, automotive culture, creativity and individuality collide. 

BUILT FROM THE GARAGE UP

This brand wasn’t created by a big team, investors or a marketing agency. Hels is independent, self-made and self-funded. 

I design everything by myself - from concept to sketch to final artwork. Every piece is inspired by late night garage sessions, the cars I’ve helped build, the community I love, the music, grit and energy of modified culture, and the freedom of expressing who you are. 

If you’ve ever stayed up too late working on a car you adore, or taken the long way home because the roads were empty, you’re already part of this story. 

WHY MADE-TO-ORDER?

Hels uses print-on-demand production because:

  • It create zero waste, it means limited-run-drops,
  • It keeps the brand sustainable,
  • It allows me to design without overproduction,
  • It keeps focus on creativity, not inventory,

  • Every piece is made for you, the moment you order. 

This is the opposite of mass production. It’s personal. It’s intentional. And it supports independent creators like me. 

WHAT HELS STANDS FOR

Hels is for the people who build, modify and create. Love cars, culture and individuality. Live for the workshop, the meets, the drives, the adrenaline. Express themselves through style and reject trends, choosing identity instead. 

It’s streetwear made for the garage crew. Not fashion for fashion’s sake - but clothing that represents a lifestyle. 

JOIN THE CREW 

Every order supports an independent creator doing what she loves. Every piece you wear helps grow a brand built on passion, not investors. Every drop is limited, made to order, and inspired by the culture that connects us. 

Thank you for being here. Thank you for believing in independent creators. And welcome to the HELS crew. 

Let’s build something incredible together.