Two thousand and ten marks a new year for a lot of streetwear brands. Some have stuck to their tried and tested formulas while others have stripped back the bells and whistles to create a new design ethic and in turn a refreshingly new option in the stagnant world of street. Rick Klotz paved the way with his Freshjive label, turning it from a once bold, in yo' face politically incorrect collection of apparel, to a newer refined black label, featuring nothing but a simple black tag and monochromatic silhouettes.

It seems the ladies are listening too, especially the devilishly delicious Hellz Bellz. Once known for their Minnie Mouse bazooka-strapped, bandana-wrapped tees, the brand has all but grown up and moved in a new direction with their first collection for the twenty ten. Nicknamed Obsessed With You, each piece is set to make a pure statement on the streets, making everyone 'obsessed' with your look, especially yourself! It fits at a perfect time where we are all so self-important with social media messaging, the need to report our minute by minute lives on twitter, our hunger for seeing ourselves in party pics online, tagging our faces in Facebook and generally self-promoting the shit out of ourselves.

As Lanie - Hellz CEO and front runner for the brand explains 'With this new and daring collection, Hellz continues to cross boundaries with well thought-out design and carefully crafted details as well as demonstrating that fashion may be work to some and it may be a hobby for others, but for popular culture it will forever be an obsession'

Well there may definitely be a major obsession with fashion going on right about now, but I gotta say, my obsession lies with that smoking hot model used to rep the collection. Someone find her and deliver her to me...obsessed MUCH!

Cop the collection online here!