Hellpaso provides streetwear

Hell is typically not considered a home, nor an ideal state of eternal happiness, but in El Paso, hell is something some locals apply to the steadily growing city that is commonly known for its vacant venues and slow-paced economy. This is the culture Hellpaso wants to portray in its clothing.

"I felt that I could offer some of my ideas and designs while attempting to help create a counter culture in the process, hopefully adding to what's taking place in El Paso," said Arturo Arce, founder and graphic designer of Hellpaso streetwear.

Arce graduated from UTEP with a bachelor's degree in graphic design.

Most people neglect to recognize  the culture emerging from El Paso. Compared to bigger, more urbanized cities, the fashion scene in El Paso has struggled to keep local clothing businesses in town.

"Even though places are always closing down, what I like about El Paso is there's always some hidden places to go," said Miguel Valdez, junior printmaking major. "You have to look for venues on your own, you can't expect them to come to you, because we all know that's the way it is in E.P."

The Hellpaso apparel line was launched in 2009. Arce's goal was to offer an underground clothing line for people who don't fit into the norm of society. He targets those people who are not ashamed to flourish their unique taste in style.

"I owe a great deal to the university and most importantly to my professors for giving me the tools and insight to develop my ideas in the real world," Arce said.

In times of war, violence takes a toll on the lives of people. Changing their normal daily lives to the abnormalities of fear, but also courage. "The Translation" shirt, one that is most popular with costumers, Arce said, has a special meaning behind it, a machine gun that represents the violence in the border region.

Creativity emerges, bringing out a wide diversity of expressed artists, whether it be through music or poetry, local artists have merged with Hellpaso in proclamation of a more creativity community.

"I am impressed with everything local artists, designers, musicians, and promoters are doing these days. We're all helping to create something great. Forget Austin, it's going to be all about Hellpaso,Texas real soon," Arce said.

Hellpaso revolves around the shared idea that El Paso is best known as El Chuco, and Hellpaso among other names such as, The Big 915, El Pisshole, El Pasado, and more have adopted these terms of identity. Although it may sound odd and somewhat cynical to refer to the city with crude-like terminology, Hellpaso Street Wear's motto "Bad Name Good Karma" is an example of how people embrace their hometown.

"It is not to belittle this city, but rather to show my love for it. El Paso has lived through many wonderful, and horrific, strange times; good and bad. It is what it is," said Gustavo Aguilar, sophomore mechanical engineering major. "For every nickname given there is a meaning behind it. El Pasado is my Hellpaso."

The adequate, distinctive designs of the Hellpaso clothing line are limited edition, guaranteeing their costumers an authentic, one-of-a-kind product. The line is inspired from a wide diversified culture that is influenced from musical to artistic talent. It is a mass production of genuine merchandise based on all the arts, such as Shepard Fairey and the Obey Giant brand, Mr. Cartoon and Estevan Oriol's Joker brand. Musical influences include everything from hip-hop to metal, reggae to punk, and classic to underground rock.

"I definitely feel that music, art and politics have all influenced the brand. Hellpaso represents everything that was great about emerging music, art and care-free times from the pre 9/11 world, combined with the confidence to progress in the midst of the turmoil and disarray of the post 9/11 world," Arce said. "We're all about making something from nothing."

The apparel line's logo of an upside down five-pointed star was acquired from extrusive El Paso landmark, the star on the Franklin Mountains. Currently, the collection includes custom t-shirts and hoodies for men, women, children and small dogs. The hand printed designs reflect the cultural diversity of the city shown in the brand. Each Hellpaso line purchase includes free products such as limited edition stickers.

"The ‘Translation' shirt idea actually came from a friend who is of Middle Eastern descent, who joked about being stereotyped for being a terrorist. The shirt is a sarcastic statement in the face of ignorance," Arce said.

In the future the company plans to expand the skateboard and clothing line to include skateboard wheels and accessories, fitted baseball caps, jackets, backpacks and even women's handbags. There is no limit for the Hellpaso Street Wear Company, Arce said.

The company will continue manufacturing more apparel in hopes of expanding their business across El Paso. For now they continue to create a unique brand of style for local people.

"Hellpaso represents our diverse community in all of its gritty as well as sophisticated aspects. ‘Pachuco' town is another reason why we should be proud of where we're from and where we're going," Arce said.

Arce is currently in the process of getting studio space for his work. His clothing line is available at www.hellpasostore.com.

Sarah Garcia may be reached at theprospector@utep.edu.