Hellwing is a UK-based clothing label, set up by Rye-based fashion designer Max Hellwing, which merges skate and streetwear energy with outdoor functionality Techware. Drawing inspiration from religion, ritual, and rebellion, it transforms the sacred and the profane into wearable storytelling. On Friday October 3, it held a launch party at The Winery.
Max Hellwing explains how it was derived and devised from his namesake
When Hellwing was launched, it wasn’t about stepping into fashion for the sake of it and producing something that has been seen many times around the block, it was about building something that felt honest. Hellwing was born from the tension between skate culture and the outdoors, from the idea that rebellion and reflection could coexist with one another, forming its own path. It’s that push and pull, the light and the dark, the angel and the devil on either shoulder – that keeps us alive.
The name itself, Hellwing, came from wanting to explore those contradictions we all have, with a thriving twist. I’ve always found humour in how belief shapes us, how we still carry old sayings, rituals, and little superstitions without even noticing. Hellwing plays with that, turning those familiar idioms into something undoubtedly striking, wearable, and slightly tongue-in-cheek.
What is at the core of your business ethos?
At the core, it’s not just about clothes. It’s about the storytelling through material, function, and design. My background in fabric sourcing made me appreciate how a textile can hold memory, how the feel of something can change how you move, and feel. So, every Hellwing piece is made with sheer intent on functionality, durability, and wholly laced with meaning.
What are your first products?
Our first capsule, Horizon, is the starting point. It brings together multi-faceted designs in ways to make you think and ponder. Initially beginning with the Enclave tees and Circa hats which will become a slight cornerstone to what we do, but expanding into untouched design work such as the Bloom bag, which opens like a flower; trousers that reveal hidden artwork in a legion of ways. All with subtle spiritual nods. It’s about finding the divine in the everyday, even if that divine thing is covered in mud after a long hike.
Hellwing speaks to the people who sit somewhere between faith and folly, those who laugh at the absurdity of it all, but still feel there’s something deeper worth chasing. We’re not here to preach. We’re here to provoke thought, spark a smile, and make belief something you can wear. Halo and horns.
Was the launch successful?
The launch event in Rye brought that idea to life, with guests getting a first look at the debut capsule, Horizon. One attendee, Bradley Kipps, summed it up perfectly: “Every stitch and design beautifully curated and thought out. I am very impressed with all the little details and unique styles and ideas that Max has created. After years of plans and ideas, I’m very pleased to see the incredible end result and looking forward to seeing what’s next!’’
Will your products be in the local shops?
At first, no. Being placed solely online until we reach a point of broadening the Horizon into a horizon all its own. Then it will reach areas that aren’t only constricted to this lovely seaside town but further, and further. So yes, one day it will streak strides much further than exclusively online, and hopefully a proud point of originating in this beautiful town we call our own.
Image Credits: Hellwing , Kt bruce .