Hélas

SS20 for skate and streetwear brand Hélas welcomes a number of graphic-heavy staples and care-free prints to the brand’s pre-existing line up. Inspired by skate’s golden years and by the brand’s own creative vision that sets about ‘messing up the consumer society, its rules and its domination’, Hélas’ latest throwback-esque eclectic collection is packed full of standout staples. Season-friendly tees such as the Peps T-Shirt and the Strong T-Shirt play upon referential detailing and unrivalled aesthetics to boost their character, whilst loungewear reworks such as the gang-referenced Tracksuit Jacket and Tracksuit Pants are once again signed off with the brand’s signature umbrella motif and an ‘80s/’90s street vibe to match. The brand also presents a range of loungewear such as the Pyjamax Pants, and restyled headwear staples such as the Classic, Cholo and Bucket Hat, offering something a little more unruly to the contemporary market.

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.