Meet The Team
Founder
Helen O’Neill — Founder of retailSLUT
Helen O’Neill is the original force behind Retail Slut, the infamous Melrose Avenue boutique that defined punk, goth, and underground fashion from the 1980s onward. Founded in 1983, Retail Slut became far more than a store — it was a cultural revolution, a place where outsiders, artists, drag icons, and rock legends collided to create something unapologetically raw and real.
Under Helen’s fearless direction, Retail Slut broke every rule — dressing the icons of Hollywood’s darker side, influencing generations of style rebels, and serving as a sanctuary for those who lived and breathed counterculture.
After closing its doors in 2005, Helen’s vision never died — it evolved. Today, Retail Slut is reborn online and through exclusive pop-ups, record label collaborations, and limited-edition fashion drops that honor the same attitude that started it all.
Helen remains the heart and soul of Retail Slut: bold, authentic, and endlessly creative — still proving that punk isn’t just a style. It’s a way of life.
CEO
PK Haefs —
CEO, Retail Slut | Founder, PK Records Ecosystem & MindUnmasked Charity
PK Haefs is an artist, entrepreneur, and visionary connecting fashion, music, and purpose. As CEO of Retail Slut and founder of the PK Records Ecosystem — including Retail Slut Records, Wild Planet Records, Take Back the Power Records, and MindUnmasked — he’s built a creative universe uniting punk, goth, and psychedelic culture with heart and authenticity.
Through MindUnmasked, PK champions Autism Awareness, Neurodivergent Empowerment, and Artist Mentorship — proving that rebellion and compassion can coexist, and that creativity unmasked can change everything.