During the height of the COVID-19 pandemic, founder Matthew Boland witnessed a rising tide of mental health struggles across his social media circles. Fear, anxiety, and depression became everyday topics among friends and followers.

Out of this collective experience, Heavy On The Self Love (HSL) was born-a lifestyle brand rooted in West Hartford, Connecticut. HSL is more than a brand; it's a reminder that self-love is the most vital ingredient in overcoming life's challenges.

As the brand grew, so did the realization that people needed more than products-they needed a safe space to share, heal, and connect. That vision sparked the creation of The HSL Project.

Today, HSL is a thriving community of ambassadors, creatives, and storytellers. It's not just about what you wear-it's about how you live, how you heal, and how you love. At HSL, everyone is family.