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Hélas began in 2011 when Lucas Puig, Clément Brunel and Stephen Khou set out to make headwear that reflected their own taste. What started with caps soon became a complete clothing label. Southern French influences, vintage athletic wear and the relaxed confidence of nineties sportswear sit at the centre of its identity.
The umbrella emblem is instantly recognisable, but Hélas is about more than a logo. Track-inspired jackets, trousers, knitwear and tees combine comfortable silhouettes with a carefully considered finish. Collaborations with sportswear names such as adidas and Kappa underline the brand's ability to move between skateboarding and classic athletic style. BUD's Hélas selection reflects this particular French interpretation of skate fashion: effortless on the surface, detailed in execution.
