It's a derogatory term, an endearing nickname, and even a punk-rock album title. Now, it's a local clothing brand.
"It's just to turn something negative into something positive," said Arturo Arce, creator of Hellpaso Streetwear. The designs are simple, but the message is a bit more complicated.
"To me it's more of a term of endearment," Arce said. "When I hear of someone referring to it in that way it's kind of like they're proud of being from here."
Arce wanted to create an edgy brand for fellow El Pasoans born and bred in the Sun City.
"So they want to show where they're from without having to use a Walgreens T-shirt with a boot on it."
Sales aren't in the underworld; he began selling shirts online in January, selling only a couple a month. Now, he's averaging sales of 30 to 40 T-shirts sold a month.
"It's unique to people here in El Paso obviously since we don't have a clothing brand for people in El Paso," said customer Steven Garmon.
"It's really unique but it's ironic too because their company represents unity for El Paso," said Stephanie Terrazas, another customer
With depictions of guns and inverted stars on the clothes, the Hellpaso concept may not appeal to everyone.
"I would like El Paso to be shown in and thought about in better terms, never the hell," said El Paso local Mel Santana.
"Of course the first thing I thought was hell, and anything sounding like that I don't want any part of," said Velma Burnett, visiting from Michigan.
"If people want to worry about El Paso image, there's a lot more stuff than T-shirts they could worry about," said Glenn Destatte, visiting from California.
Love it or hate it, Hellpaso Streetwear is on the fast track to success. And the sky's the limit.
"I would like it to end up being a national brand," Arce said.
Post new Comment