Hélas is a French skate and streetwear brand founded in 2011 by skateboarders Lucas Puig, Clément Brunel, and Stephen Khou. Rooted in southern France, it expanded from headwear such as caps into apparel more broadly. The founders’ perspective on skateboarding and street culture serves as its starting point, with 1990s sportswear, vintage, and everyday life as sources of inspiration. The brand offers hats and clothing and has collaborated with adidas, Kappa, Champion, and others.
Concept
At its core, Hélas is about a feeling — often described as the “French touch”. A mix of nonchalance, nostalgia and attention to detail, inspired by 90s sportswear, vintage references and everyday life.