About Us

Hi! I'm Julie.

House of Hela actually started years ago, long before it was House of Hela.

When I was around 11, my sister Louise and I would sit in her old apartment in Aalborg, coming up with names and sketching ideas for a clothing brand. We loved anything colorful and different (and were very obsessed with Happy Socks at the time).

The idea stuck with me, but for years that was pretty much all it was — an idea. It changed a million times, went in different directions, and I never really did anything about it.

Then, years later, I was living in Brive-la-Gaillarde in France and talking to my sister on the phone. Yes, same sister.

At some point she just said: “Du skal da bare i gang.”

Basically: just fucking start.

And for some reason, this time I listened.

I didn't have a perfect plan or really know what I was doing. I just started researching, reaching out to people, making mistakes, changing my mind and figuring things out as I went. Which, I've learned, is pretty much how I do everything.

And somewhere along the way, House of Hela became real.

I knew I wanted it to be colorful, bold and a little provocative. Clothes that stand out, but more importantly, clothes that make you feel good wearing them.

Not because they make you someone else. Quite the opposite.

A lot of Hela has ended up reflecting things I'm learning myself — caring less about fitting in, being liked or doing things the way they're “supposed” to be done.

Questioning things a little more. Doing things my own way. And hopefully encouraging other people to do the same.

I'm still figuring it out. Both Hela and myself.

But I guess that's kind of the point.

We're just getting started.