Company: Heaven Is Hell Apparel
Founder: Zachray Cundall
Website: https://heavenishellapparel.co.uk
About Heaven Is Hell Apparel
Heaven Is Hell Apparel was founded in 2021. What started as a creative outlet during lockdown quickly evolved into something much bigger: a platform for storytelling through fashion. With intricate details woven into each design, our pieces are meant to spark conversation and provoke thought, tackling themes of mental health, self-expression, and individuality.
Early on, I realized that material quality was just as important as design. Experimenting with different fabrics and printing methods, I found that cheaper materials wore out quickly, leading to waste and a poor customer experience. This led to a fundamental shift: switching to eco-friendly, organic materials. Though the cost was higher, the quality and durability were far superior, making the switch not just an ethical decision but a practical one.
The journey to sustainability was not without challenges. Learning the differences between plastisol and water-based inks, mastering screen printing by hand, and ultimately building my own workshop were all necessary steps in creating a truly sustainable operation. Through this process, I also discovered Direct to Film (DTF) printing, which offers a more eco-conscious alternative. By keeping production in-house, we eliminated reliance on mass production, reducing excess waste and ensuring high-quality craftsmanship in every piece.
One of the biggest hurdles has been brand awareness: getting people to discover the brand and, once they do, helping them understand its deeper purpose. The storytelling aspect of our designs, combined with our commitment to sustainable practices, is best appreciated in person, where customers can see and feel the difference in quality. Despite these challenges, we remain committed to growing through community engagement and collaborations that align with our values.
Sustainability is at the core of Heaven Is Hell Apparel. From producing garments using organic, recycled materials to printing what we can ourselves rather than outsourcing to factories, we are actively working to minimize our environmental footprint. Our approach ensures that each product is not just another item of clothing but a statement. One that supports both the planet and the individual wearing it.
As we continue to grow, our mission remains the same: to create thought-provoking, high-quality apparel that pushes the boundaries of sustainable fashion. Heaven Is Hell Apparel is more than just a clothing brand. It’s a movement.
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