In my class, I was playing around and found out that CSS works with made-up elements.
Example:
From its early days CSS was designed to be markup agnostic so it can be used with any markup language producing tree alike DOM structures (SVG for example). Any tag that comply to name token production is perfectly valid in CSS. So your question is rather about HTML than CSS itself.
Elements with custom tags are supported by HTML5 specification. HTML5 standardize the way how unknown elements must be parsed in the DOM. So HTML5 is the first HTML specification that enables custom elements strictly speaking. You just need to use HTML5 doctype in your document.
As of custom tag names themselves...
This document http://www.w3.org/TR/custom-elements/ recommends custom tags you choose to contain at least one '-' (dash) symbol. This way they will not conflict with future HTML elements. Therefore you'd better change your doc to something like this:
HELLO