The brand
HHSS.
Heavy Heart,
Strong Soul.
HHSS is a UK streetwear label built around one idea: you can carry something heavy and still be strong. This page sets out the logo, colours, type and voice that make the brand look and sound like itself everywhere it shows up.
Heavy Heart
We do not pretend the hard days are not there. The brand starts from honesty, not positivity slogans.
Strong Soul
Carrying it is strength. Every piece uses heavyweight fabrics for structure, weight and a premium feel.
Built From Broken
Donated to Man Down UK: £5 Hoodie · £3 T-shirt · £2 Cap · £1 Sticker.
The mark.
The wordmark is the primary asset. It pairs with the Built From Broken crest — the Built From Broken emblem, a cracked skull repaired in acid green, carries the same idea in one image.
Lock-up
Heavy HeartStrong Soul
Do
- Keep clear space around the mark equal to the height of the H.
- Use the wordmark on ink black, void or bone only.
- Keep the heart symbol acid green on dark, or solid black on light.
Don't
- Stretch, rotate, outline or add drop shadows.
- Place the mark on a busy photo without a solid panel behind it.
- Recolour the wordmark in anything other than bone, ink or acid.
Colour.
Near-black base, warm bone type, one loud acid green. The green is used sparingly so it always reads as a signal, never as decoration.
Acid Green
--acid
Primary accent. Buttons, links, highlights. Never large blocks of text.
Ink Black
--ink
Deepest black. Print, garment base, logo backgrounds.
Void
--background
Site background. Everything sits on this.
Bone
--bone
Warm off-white for body copy and garment prints.
Concrete
--muted
Cards, panels and dividers.
Type.
Display — Anton
BUILT FROM BROKEN
Headlines only. Tight tracking, short lines, full stops at the end of statements.
Body — Inter Tight
Every hoodie is heavyweight, built heavy on purpose, and £5 from each one goes straight to UK mental health support. Plain words, no jargon, no lecture.
Detail — JetBrains Mono
Heavy Heart · Strong Soul · Built From Broken
Labels, tags, prices and small print. Always uppercase with wide tracking.
Voice.
- Short sentences. Say the thing, then stop.
- Honest about mental health, never dramatic about it.
- No toxic positivity, no medical advice, always signpost real UK support.
- Confident about the product: weight, fit, price, donation — in that order.
Wear the brand.
Heavyweight hoodies, caps and the Built From Broken car sticker — every order puts money into UK mental health support.