Lanie Alabanza-Barcena

In 2001, at age 22, Alabanza-Barcena moved from California to New York City to start her career in fashion design. She worked for the street clothing line, Triple 5 Soul between 2003-2004. In 2004, she left to take on the position of graphic designer turned Art Director for the Hip Hop artist Jay-Z’s label, Rocawear Juniors. Whilst working there, she designed collections within the label for the likes of Patricia Field & Rihanna.[2]

Known for her progressive designs, Alabanza-Barcena decided to pursue the launch of her own label together with husband Bam Barcena and HELLZ BELLZ (aka HLZBLZ) started in 2005 in New York City. Catering to the burgeoning women’s “street wear” culture, the label, which predominately began with explicit, edgy & thought provoking graphics T-Shirt, presented the first of it’s kind.[3] In Fall 2006, HELLZ BELLZ launched it's first collection pushing the label to the forefront of Women “street wear” and sparking a movement of independent, fashion forward, strong women.[4] Hellz Bellz reached spot 20 in Complex Media's best 50 streetwear brands of all time.[5]

Since the labels inception, Alabanza-Barcen has collaborated with the like of Stüssy, Vans,[6] G-Shock,[7] Reebok, Sanrio,[8] Mosley Tribes and Warner Bros.

Lawn has also launched Belle of the Brawl, a women's contemporary brand, alongside LABISM (LanieAndBam-ISM) a concept store located in the heart of Manila, Philippines and JUNYA MAFIA, a unisex label alongside her husband, Bam Barcena, & brother-in-law Ryan Barcena aka RIONISM.[9]