Heroine Clothing, launched in Northern New Jersey in Spring 2006, is the brainchild of Michel Bezoza and Jon Fidelity.
Heroine is a hip brand that the edgy, fashion-conscious kids want to wear, as it’s a visually explosive collision of art, tattoos and music. The result of said collision is a counterculture clothing brand that takes the form of t-shirts and other urban streetwear that mixes heraldic and medieval art, traditional tattoo looks and nautical iconography. Heroine is unrivaled in its fashion-forward, street thinking.
Jon came from the music scene, having played in bands since the age of 12 and having owned and operated the Fidelity record label, while Michel’s background was in the art and tattoo worlds, which is coupled with her retail experience. Additionally, Michel holds two degrees –one in contemporary art and the other in art history—and had always hoped to put her design concepts on t-shirts. It made sense for the duo to form their own clothing company, as Jon’s business mind was the perfect complement to Bezoza’s aesthetic. His understanding of how to market the line through bands, couple with her vision, were the impetus to push Heroine from an idea to a reality, a full-fledged clothing line and indie brand.
The art and music scenes and cultures exist alongside one another and made for a perfect match when it came time for the two to create their first line in 2007. Heroine produces garments and designs that are true to the pair’s vision; both attest that they will never create a garment that either of them wouldn’t wear themselves. As a result, Heroine continues to grow and evolve every season and that’s why more and more kids who sport Affliction, Obey, Sailor Jerry and other clothing brands have been turning their eye to Heroine. The line, sold online at www.heroineclothing.com and at assorted rock festivals and tours, is branching out and growing at an exponential pace, but Jon and Michel’s DIY ethics and artistic integrity will not change or divert from what it’s always been, despite the company’s rapid developmental pace.
“We want to remain true to ourselves,” the pair says. “We never want to put out something we do not love or would not wear. We also want people to feel that than can reach out to us and get us whether through email or through passing them at a show.” Indeed, Heroine is a clothing line for the people, by the people.
The line is expanding to include: custom-cut and sewn garments; a retail division; more global distribution; and a wider array of products such as jeans, jackets and accessories.
Heroine Clothing has been seen on MTV, MTV2 and VH1 and in videos by popular metal and hardcore bands like Killswitch Engage and As I Lay Dying. The brand also sponsored AILD’s “An Ocean Between Us Tour,” which also featured All That Remains, Haste the Day and Through the Eyes of the Dead. Other places Heroine has been seen include The Warped Tour, Bamboozle, Mayhem, as well as in the pages of hallowed, rock music bibles like Alternative Press, Metal Edge and AMP.
The list of bands that Jon and Michel work with and support is a veritable “Who’s Who” in the rock subculture and includes: As I Lay Dying, Killswitch Engage, The All American Rejects, The Red Jumpsuit Apparatus, Evergreen Terrace, Unearth, Every Time I Die, August Burns Red, A Day to Remember, Jet Lag Gemini, Hawthorne Heights, Prophit, Walls of Jericho, The Red Chord, The Fall of Troy, Cash Cash, Love Automatic, It Dies Today, Austrian Death Machine, Suicide Silence, The Sleeping, Daath, Across Five Aprils, Bayside, Norma Jean, Oh Sleeper, Set Your Goals & Goodnight Sunrise.
Look for Heroine Clothing to expand its reach in 2009 beyond, with Jon and Michel’s shared vision in tact. Heroine Clothing is on the precipice of becoming one of the elite, edgy, music-inspired fashion brands to break out of the underground.