About Us

Hi! I'm Julie.

(House of) Hela started years ago - without really being Hela yet.

My sister, Louise, and I sat in her old apartment in Aalborg, brainstorming names, sketching ideas, inspired by color, expression, and the feeling clothing could give us (we were obsessed with Happy Socks). I was around 11 at the time.

The idea came and went.
Different directions. Different concepts.
But nothing I truly acted on.

Until one day, in my apartment in Brive-la-Gaillarde, France, I was on the phone with my sister - yes, the same one.
She said: “du skal da bare i gang.” (You just have to start.)

And this time, something clicked.
Yeah… I just have to fu*king start.
What’s the worst that could happen?

No perfect plan.
Just a starting point.

A lot of research.
A lot of frustration.
A lot of learning by doing - because that’s how I learn best.

And now, here we are.
Building everything from the ground up.

I wanted to create something that stands out.
Colorful. Bold. Intentional.
Provocative.

More than clothing.
A feeling you wear.

Something that makes you feel confident — not because it changes you,
but because it reminds you of who you are.

I’m still learning that myself.
Letting go of the need to fit in.
To be liked. To adjust.

Choosing instead to show up as I am.

And that’s what House of HELA is built on.
Not perfection.
But presence.

So if it speaks to you -
you already know.

This is only the beginning.