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Hélas was founded and created by Adidas pro team skater, Lucas Puig, and his business partners, Clement Brunel and Stephen Khou. They wanted to create a brand that made 'French Lacoste Steez' hats and that is exactly what they did. The hats went down an absolute treat so shortly after, they started producing apparel - tees, hoodies, polos and tracksuits.

Every season, Hélas produce epic clothing collections which mainly focus on tracksuits, caps and graphic t-shirts; all of which is photographed wonderfully (the Casual Suspects collection is one to check out). The summer of 2017 saw an adidas skateboarding x Hélas collab, which was a huge hit and hopefully an insight into the future for the brand.