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Hélas

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Hélas

Translating to ‘alas!’ in French, Hélas was launched in 2011 by skaters Stephen Khou, Lucas Puig and Clement Brunel. Their unmistakable umbrella logo is a recurring motif that features regularly across Hélas apparel and Hélas cap club headwear, whilst pastel tones paying homage to classic French colour schemes. Hélas t-shirts evoke the styles of ‘80s and...Read more

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Continued from above

‘90s sportswear and traditional Breton fashion through a choice use of direct embroideries and graphic prints. Hélas pants, sweaters, accessories and other everyday essentials draw inspiration from classic outdoor and utilitarian aesthetics to create continuous collections that fusion yesteryear nostalgia with a deep rooted passion for contemporary skate and streetwear culture. The brand’s inception, sparked by a conversation held outside a London pub, culminated in the name and iconic umbrella branding - a nod to the ever-changing British weather. Looking to old-school VHS edits, classic sport styling and varying subcultures for creative inspiration, Hélas is an independent brand known also for their ties to London’s Palace Skateboards. Recognised for their French Lacoste Steeze Cap roots and their photographic, on-location lookbooks, Hélas sponsors creative skaters like Davide Holznecht, Johnnie Tang, Thierry Gormit and Karl Salah. Collaborations with adidas and French graffiti artist Fuzi Uvtpk are echoed in skate edits such as Ninja Tortures, William and Hong Kong, a creative process that solidifies Hélas’ presence as a dynamic force in the European and global skate scene.

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