Hélas

A fresh selection of apparel and accessories from Hélas have arrived for the summer ‘19 ‘Summer Jam’ collection, including a selection of t-shirts adorned with ‘90s inspired artwork and the signature umbrella emblem, refined outerwear and a new orange tone jungle print. Strong European sportswear vibes continue with embroidered colour pop caps, whilst fabrics have been selected for their lightweight finish which makes them ideal for the warmer months.

Launched between three friends and skaters Lucas Puig, Stephen Khou and Clement Brunel, Paris based Hélas was introduced in 2011 as a cap brand and has since progressed to offer seasonal collections of apparel and accessories. Initially a discussion outside of a pub in London, the trio took inspiration from their

surroundings at the time for both the name and signature umbrella branding. ‘Hélas’ meaning ‘unfortunately’ in French, represented the mood when rain fell in the British city meaning the team couldn’t skate, alongside the umbrella emblem that of course offers protection on such days. Whilst 5-panel styles weren’t too common at the time of the brands establishment, simplistic graphics and hand picked fabrics ensured the designs stood out and followed a goal of making ‘French Lacoste Steeze’ styles. With an ongoing partnership with adidas skateboarding under their belt, seasonal releases from Hélas look to old school VHS tapes, classic sportswear styling and varying cultures for inspiration, resulting in an array of staple casual streetwear silhouettes adorned with colour focused graphics.