ABOUT - Hell Is For Heroes - Hell Is For Heroes

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HISTORY

HELL IS FOR HEROES WAS CONCEIVED IN LONDON IN JUNE 1984, BY RICCARDO FIUME.  AFTER WORKING 10 YEARS AS A FASHION DESIGNER IN ‘LES MAISONS DE COUTURE KENZO AND J.P. GAULTIER’ IN PARIS, LONDON AND TOKYO, RICCARDO DECIDED IT WAS TIME TO RETURN TO HIS ROOTS IN MILANO AND CORTINA D’AMPEZZO, IN NORTHERN ITALY, TO REALIZE HIS DREAM OF CREATING HIS OWN SKIWEAR BRAND. COMBINING HIS EXPERIENCE AS A PROFESSIONAL SKI RACER IN THE DOWNHILL EUROPEAN CUP AND HIS INTERNATIONAL FASHION INDUSTRY KNOWLEDGE, HE GAVE BIRTH TO A LUXURY FASHION- SKIWEAR BRAND, FIT FOR THE NEEDS OF ADEPT SKIERS.  WITH HIS BRAND HE HAS FULFILLED A NICHE IN THE MARKET FOR TECHNICAL/ FUNCTIONAL SKIWEAR WITH A COOL AND VIBRANT INTERPRETATION. THE BRANDS’ NAME ORIGINATES FROM THE OF STEVE MCQUEEN’S FILM “HELL IS FOR HEROES” WHICH STANDS FOR YOUTH AND POSITIVITY. TODAY, HELL IS FOR HEROES, OWNS THE LUXURY FASHION-SKIWEAR MARKET SEGMENT AND STANDS FOR QUALITY, FUNCTIONALITY AND A COOL STYLE, WHICH FINDS ITS ROOTS IN THE 70’S SKI VIBE IN ASPEN (COLORADO),  EPITOMIZING FREEDOM, SPEED AND INDIVIUALITY.
RICCARDO, AFTER COMPLETING HIS STUDIES IN ITALY MOVES TO COLORADO, WHERE HE ATTENDS A MARKETING COURSE AT DENVER UNIVERSITY. IN COLORADO HE HAS THE CHANCE TO MEET THE KL “CRAZY” US SKIERS TEAM WITH WHOM HE ALSO TRAINS AND PARTICIPATES IN THE 1975-76 KL IN CERVINIA (ITALY). LIVING IN ASPEN AND HIS EXPERIENCE WITH THE KL TEAM BOTH CONTRIBUTE IN CREATING HIS PASSION FOR THE MOUNTAIN ENVIRONMENT, NATURE AND EXTREMES. BACK IN ITALY, AT THE END OF THE SEVENTIES, HE EXPANDS HIS KNOWLEDGE ABOUT CLOTHING PRODUCTS DISTRIBUTION IN EUROPE, FAR EAST AND THE UNITED STATES WORKING WITH TOP BRANDS SUCH AS LEONARD (PARIS), AQUASCUTUM (LONDON) AND ROBERTA DI CAMERINO (VENICE). TO THESE BRANDS, DISTRIBUTED UPON LICENSE BY INTERMODA SPA BASED IN MILAN, RICCARDO ALSO ADDS OTHER CUSTOMERS SUCH AS KENZO (PARIS) AND J.P. GAULTIER (PARIS). THEN, HE WORKS FOR 6 YEARS IN PARIS COORDINATING “LES BUREAUX DE STYLE” WITH THE PRODUCTION DEPARTMENTS OF INTERMODA GROUP. HE THEN SPENDS OTHER 2 YEARS IN TOKYO WORKING FOR INTERMODA. FINALLY, IN 1984, HE CREATES HIS OWN COMPANY “HELL IS FOR HEROES” AND FOLLOWS DIRECTLY THE DESIGN OFFICE AND THE DISTRIBUTION DEPARTMENT.
GINEVRA HAS A KEEN EYE ON THE MARKET EVOLUTION, A DIRECT KNOWLEDGE OF THE CONSUMER AND RETAIL DYNAMICS. AFTER HER STUDIES IN FASHION BUSINESS AT ISTITUTO MARANGONI (MILAN) HER CAREER FOCUSES ON SHOWROOMS FOR WORLDWIDE DISTRIBUTION. FOR HER TO GAIN A HIGH KNOW HOW SHE NEEDED A SPECIALIZED PROFESSIONAL EXPERIENCE. FOR YEARS SHE IMPROVES HER SKILLS BY LISTENING TO COMMENTS OF THE MOST IMPORTANT BUYERS VISITING MILAN. SHE BELIEVES THAT WORKING FOR THE FASHION INDUSTRY IS HER TRUE DESTINY. AS A CHILD, FOLLOWING THE FAMILY BUSINESS IN TEXTILE STIMULATES HER IMAGINATION AND ESPECIALLY AWAKENES HER CURIOSITY. SHE THINKS THE PRODUCTION PROCESS CAN CREATE BEAUTIFUL THINGS BUT HER CURIOSITY BRINGS HER FURTHER. VISTING MANY SALE POINTS LEADS HER TO A TRUE UNDERSTANDING OF THE BUYERS. “AS THE ABSTRACT ARTISTIC CREATION REFERS TO THE FINAL PRODUCT AT THE SAME TIME THE APPROACH WITH RETAIL GAVE ME TEH PERCEPTION OF THE FINAL CONSUMER PERMITTING ME TO CREATE A STRIKING COMMERCIAL STRATEGY”.
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