French skate god Lucas Puig started Hélas in 2011, with his business partner Clem Brunel. Coming out of Toulouse and originally starting off as a high quality headwear brand but has since begun producing t-shirts, sweats, beanies and some cut & sew. Taking as much of it’s inspiration from classic designers such as Ralph Lauren as it does from modern street skating, and this comes as a breath of fresh air from a skate brand. The company has a very distinct European feel but with global appeal, and is represented by a small army of pro’s and bro’s such as Ishod Wair, Youness Amrani, Max Geronzi, JB Gillet and Brian Peacock amongst others.