Streetwear
Helly Hansen clothing developed a large following amongst the British working class urban youth in the late 1990s. The tough, hardwearing jackets found an unlikely brand appeal for "scallie" urban youth in the north of England. Cold winter nights and the new range of designs were attractive to youths who spent cold nights outdoors. They are also popular in hip hop culture The brand developed a mass appeal and is now sold in sports shops, far wide of the hiking and specialised clothing shops of before.
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