About

The Story of Hertz Island

Hertz Island, or Hertsön, is a neighborhood in Luleå, Sweden, with a rich history shaped by industrial dreams and community resilience. In the 1970s, the projects was developed as part of Sweden's Million Programme, a massive housing initiative spurred by the anticipated construction of "Steel Mill 80". This steel mill project promised to transform Luleå's economy and required substantial new housing for incoming workers​.

However, the project was abruptly canceled, leaving the area with an overabundance of housing and a sudden economic downturn. The neighborhood became home to a diverse population who faced significant economic challenges​ Despite these hardships, the people of Hertsön or Hertz Island fostered a strong sense of community and mutual support.

From this backdrop of resilience and creativity, a powerful cultural movement rooted in hip hop, hardcore, and skateboarding emerged. In the early 90s, a close-knit group centered around the now-legendary hardcore band Raised Fist birthed the concept of Hertz Island. This brand stands as a living testament to transforming struggle into strength and identity. The founders, drawing from their musical journeys and teenage experiences in this vibrant yet challenging environment, have crafted apparel that resonates with raw authenticity and unyielding defiance.