What is it about the primal yearning to belong? To be a member of something great? To take part in an endeavor? In its quarry of this most basic of human traits, designers at HELLZ BELLZ formulated a brand new initiative known only by its acronym, G.P.P.R. or Gentleman, Philosopher, Pervert, Rebel. Countering against the societal definitions, GPPR played the part of an instigator by naming its first collection as “The Last Gang In Town”. So who might these men be? Are they Gentleman? Each mannerly and act accordingly. Are they Philosophers? Scholars in pursue for the utmost knowledge. Or are they Perverts? Scoundrels with iniquitous intention. Or Rebel? Mutinous bunch against set laws and order. Though no answers are immediate, GPPR aspired to propagate these ideals through its designs as an ongoing theme. You can find the GPPR’s first collection at The Cloak online store and other retail doors in both US and Japan.

Inspired by the 70′s rock n’ roll and women like Wendy O. Williams of the Plasmatics, Debbie Harry and Bianca Jagger, Hellz Bellz drops its second installment for Fall 2010 dubbed ‘Bad Girls Never Die’. The small capsule collection is a direct reflection of the media’s most influential women shrouded in controversy and deemed ‘bad girls’ by the public. Key pieces include the ‘Knew Noise’ moto jacket and the ‘I Heart’ dress, it’s time to put away all the bright colors and switch to dark colors because fall is officially here!

Just as the folks in New York City are recovering from the recently wrapped New York Fashion Week, the Alexander Wang bootie-clad army of editors and buyers fled the city and moved their actions and sharp opinions to Milan and London. Meanwhile, heels and bowties aside, the rest of the world are prepping for the final bow of summer which are lingering deceptively in the air, and beginning to rev up activities for the new season. For instance, Nike took its running initiative one step further and expanded its joint campaign, Gyakusou International Running Association from a midnight group running stint in Tokyo across a few continents over to Milan; Jordan Brand took care of the girls and brought onboard Vashtie Kola to design a lavender pretty colorway for girls; Burton had partnered up with Starks just in time before the shredding season kicks off to prep shredders with a new boot; MINI urges all to shed two wheels from their cars and opt for an eco-friendly E-scooter; and the belles of HELLZ took New York City by the storm with Casio Baby-G to launch their latest collaboration with a bang. Check out Freshness’ quick recap of everything worth knowing in the past week.

Last night, the ladies of HELLZ stomped New York City with an indestructible mission at hand– to launch the latest HELLZ x Casio Baby-G collaborative collection. The new collection comprises of two styles of BG5600, and according to Lanie Alabanza Barcena, creative director and founder of HELLZ, the watches are pretty much a product of nostalgia. The yellow checkered version is a tribute to New York City (hence, the Yellow Cab reference), where she had grown up and first started HELLZ. The polka dotted version is a reference to an outfit from the late 80s and early 90s, of a polka-dotted dress paired with tough patent leather boots. The launch party was held a one of New York City’s destination nightclubs, 1OAK in Chelsea, and attendees included the belles of HELLZ, the Casio crew including assistant general manager of Casio timepiece division, Tadashi Shibuya. Other personalities included artist Tim William (keyboardist of Kidz In The Hall, Gym Class Hero), Coltrane Curtis, DJ Peter Paul, and of course, DJ Elle, who provided the get-your-groove-on tracks for the night.

The HELLZ ladies are back, and this time, with a vengeance. This season, HELLZ draws inspiration from femme fatale movie vixens from films such as “Thriller” and “Lady Snowblood”. These are the ladies with unapologetic, strong and tough attitudes compliments their femininity instead of undermine it. Unorthodox and courageous silhouettes such as strong shoulders, amplified princess sleeves with an edge, oversized bows, ruffles, lace, leather and chains give the HELLZ lady more depth this Fall. The collection, titled “The Rest Is Her Story”, is about bold, anti-heroines who stomp out their own destinies in killer shoes with beauty and grace. Check out the lookbook shot by Brooke Nipar with art direction by HELLZ’ very own Miss Lawn.

The Casio Timepiece family has been rolling out a series of spot-on collaborations recently and relentlessly. After a sold-out fanfare with the LEGO boys, Dee & Ricky, the label continues its good work in new releases and partnership into Fall/Winter 2010, garnering a few great names under the Casio umbrella– think ALIFE, Surfriders’ Foundation and on the girly side, HELLZ.

To celebrate the warm season, Hellz Bellz introduces their latest ‘To Dye For’ summer 2010 collection! Crop tops, tank tops, tees, dresses and mini skirts are what you need for the summer!

“Summer, a season notorious for adventure and spontaneity, provides the perfect inspiration for Hellz’ new delivery, ‘To Dye For.’ The collection is composed of daring silhouettes as summer staples, combined with marble dye and fringe details in a dynamic mixture that reflects all things summer; the love, the lust,fate and fortune, all things ‘To Dye For.’ “

There may not be jello, but there is quite an intense cat fight going on in the new HELLZ lookbook video. The HELLZ ladies prove that the streets are tough, and only the strongest and fittest of all will survive. Of course, clad in some gorgeous HELLZ gear from its Spring “Oh Bondage, Up Yours” collection will help one dress the fierce part in tackling the world. Aside from displaying clothes in a more realistic format than 2D prints, the HELLZ ladies aims to bring the idea of representing HELLZ “as a dominant individual taking charge, and standing tall in an industry that involves a heavy dog-eat-dog mentality…” The point is definitely delivered across alongside some vicious action. And the moral of the story? Don’t mess with HELLZ. Enjoy the video!

For Hellz Bellz second delivery, ‘Oh Bondage,’ it is a collection rife with bondage inspired elements, carefully crafted to embody a mature sense of sexual appeal. The line is heavily influenced by the X-Ray Spex song ‘Oh Bondage,’ and utilizes zipper and strap details as both loud and subtle statements. With the juxtaposition of fashion and bondage, the collection proves to be strong and dynamic, echoing the words of Poly Styrene yelling, ‘Oh Bondage! Up Yours!’ Amazing collection as usual, look out for the pieces at stockists soon.

Hellz Bellz presents its new Spring 2010 delivery one “Obsessed with You,” collection, photographed by Brooke Nipar and modeled by Xian. The collection “reflects an obscure view of modern fashion and the obsession that it becomes.” The collection has taken the brand to a whole different direction in design that features more than just graphic tees. This spring Hellz keeps it minimal with color and focused on the unique and simplistic details of each silhouette. Look out for the collection dropping soon!

Hellz Bellz finally debuted their first collection for menswear, introducing GPPR. GPPR which stands for the Gentleman, the Philosopher, the Pervert, and the Rebel are “all embodiments of the manifesto for this line. It appeals to the young sophisticate, who opposes the idea of authority and caters to the artistic and design world…’blurring the lines between those pencil pushers and the know-it-alls’.” The summer 2010 collection includes T-shirts, button down shirts and pants, all in the aesthetic of Hellz.

Back in September, we’ve previewed The Hadley Zipper sneakers which is part of the Hellz Bellz x VANS collection. Finally the official release is out, this February, they’ve come together to release two limited edition styles: The Hadley and The Sophie. Both shoes are a reflection of Hellz designer Lanie’s personal style: tomboy chic and edgy feminine.

“The Hadley is inspired by my love of vintage motorcycle boots with zippers and metal lace eye hooks detailing the black leather high top, The Sophie is an updated saddle shoe that’s been stripped down and built from the ground up with Hellz’s unique design aesthetic: Die cuts, metallic color blocking and buckle strap details.” – Lanie “misslawn” Barcena

The shoes retail for $85.00 for The Hadley and $65.00 for The Sophie. Available at the following retailers: Karmaloop (both styles), Wish Atlanta (both styles), Kicks/Hi (both styles), Undefeated (Hadley Zipper only) and Conveyor (Hadley Zipper Only).