Helas

Hélas is a French label founded in 2011 by three friends and skateboarders, Lucas Puig, Clément Brunel and Stephen Khou. It began as a headwear brand and grew into full apparel, rooted in the South of France. The look mixes sportswear and casual clothing, with relaxed silhouettes and careful execution, drawing on 90s sportswear and vintage references. The team often calls it the "French touch": nonchalance, nostalgia and attention to detail. Collaborations have included Adidas, Kappa, Nautica, Schott NYC, Paraboot and Champion. The brand also documents its travels through skate mixtapes and full-length videos. Hélas is stocked across Europe, Asia and the United States.