Meet the Boss Behind HLZBLZ: Miss Lawn's Journey from Rocawear to Streetwear Icon

Here in this interview, Lanie (or Miss Lawn, who is an entrepreneur and designer of the streetwear brand HLZBLZ) is in the spotlight. The interview entitled "Meet the Boss Behind HLZBLZ | MISSBISH Lanie aka Miss Lawn" was written by Udit and photographed by Ja Tecson.

In the article, the audience gets a rare opportunity to know about the early career of the designer and the beginning of the brand that later would make a breakthrough in the world of women's streetwear, which was male-dominated back then.

From Rocawear to Creating Her Own Lane

Before starting her own label, Miss Lawn got her experience in fashion business working as a Juniors Art Director for Jay-Z and Damon Dash in Rocawear, which was one of the key players in hip-hop fashion of those times. Also, during that time she worked with designer Rachel Roy, which gave her insight into the processes of creating a fashion brand from the inside.

This experience became very important for her as later she used it to create her own brand. In 2005, inspired by the song of AC/DC, she decided to name her label Hellz Bellz – an aggressive name, meant to fight against the male streetwear culture that existed at those times.

Creating a Cultural Brand

For HLZBLZ, success meant much more than just designing clothes. Indeed, Miss Lawn's works became associated with some of the most famous figures in the music industry. Artists such as Beyoncé, Nicki Minaj, Cassie, and Tinashe have sported Miss Lawn's works. Thus, the brand gained its reputation in the hip-hop and pop-culture fashion spheres.

HLZBLZ has also made connections with such well-known brands from the sneaker, streetwear, and lifestyle industries as Vans, Stussy, and Sanrio.

A Legacy Worth Recalling

This interview brings back memories of how most of the stories that form the roots of the streetwear history have been built backstage, by women who have not waited to be invited before claiming their place in the industry. The story of Miss Lawn and her rise from being a designer at Rocawear to her own brand is one such story.