New Brand Spotlight: Hélas

French skate brand Hélas isn't your average brand. Founded in 2011 by a trio of skaters – Lucas Puig, Clément Brunel, and Stephen Khou – Hélas brings a touch of European sophistication to the world of skateboarding.

From Pub Chats to Parisian Threads

The Hélas story began in a way many great ideas do: a casual conversation outside a London pub. The friends, united by their love of skating and a desire to create something new, envisioned a brand that captured the essence of French skate culture. They started with a focus on hats, the ubiquitous 5-panel style being a perfect fit for the times.

Growing Beyond Headwear

What began as a headwear company quickly blossomed. Hélas used their connections within the European skate scene to gain traction, sponsoring skaters who might have had clothing sponsors but lacked headwear support. This strategic move, coupled with the rising popularity of 5-panel caps, helped Hélas establish itself. But they didn't stop there. Recognizing the opportunity, they cleverly expanded into a full clothing line, offering a range of apparel that reflects their unique style.

The Hélas Difference

Hélas stands out by seamlessly blending classic French aesthetics with skateboarding's laid-back attitude. Think clean lines, high-quality materials, and a subtle color palette, with an occasional loud piece.  

Steeped in Skateboarding

Hélas boasts a team of talented riders who embody the brand's spirit - including legendary tech skater Luis Puig. These riders not only push the boundaries of skateboarding but also represent the brand's core values: a love for skating, a commitment to style, and a touch of French nonchalance.

By offering a distinctive aesthetic, high-quality products, and a team that reflects their brand identity, Hélas has carved out a unique niche in the skate clothing market. Whether you're a seasoned skater or someone who appreciates effortless style, Hélas is a brand worth checking out.

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