Hela Brands is working with London rapper AntsLive to officially launch UK streetwear label AVX.
Hela Brands has worked with Avirex, a brand renowned for its high-end aviator aesthetic, on the creation of AVX, bringing a more affordable label to the UK market.
Focusing on high-spec fits in quality fabrics that are built to last, the debut collection features classic pieces with oversized relaxed silhouettes, including a bomber jacket, denim shirt and shorts, t-shirts, a sweatshirt and hoodies.
Willemijin Bos, AVX creative director, says: “This launch collection from AVX is a purposeful intersection between versatile, premium utility fits and bold designs to reach the new style-conscious generation. It takes the heritage of Avirex beyond its trademark aviator jacket into a world of workwear-inspired streetwear that exudes confidence and credibility.”
“The launch of AVX is a real milestone, bringing a new streetwear label with such heritage to the UK,” adds Alfredo Cionti, president of Avirex. “Working with the team at Hela Brands to create and bring the brand to life has been an innovative and inspiring process for all involved.”
Ray Evans, ceo at Hela Brands, concludes: “AVX is an edgy brand full of attitude and the debut SS25 campaign is superb, with capsule pieces that are both classic and urban, yet maintaining the high quality fabric and fit of Avirex products.
“Partnering with AntsLive to launch AVX has been brilliant, blending brand and artist perfectly, with Ants’ latest single ‘Crew Love’ the backdrop for AVX’s first campaign video. We anticipate huge demand for this debut collection.”
