Hélas

 

French skate god Lucas Puig started Hélas in 2011, with his business partner Clem Brunel. Coming out of Toulouse and originally starting as a high-quality headwear brand, later expanding into producing skate clothing, including t-shirts, sweatshirts, beanies, hoodies, jackets and denim. 

More on Helas:

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 pros and bros such as Pedro Attenborough, Youness Amrani, Max Geronzi, JB Gillet and Brian Peacock amongst others.