Hélas was founded in 2011 by three friends and skateboarders — Lucas Puig, Clément Brunel and Stephen Khou — with a simple idea: create something that reflects their vision of skateboarding and street culture. What started as a headwear brand quickly grew into a full apparel project, shaped by their complementary backgrounds in design, skating and creative direction. Rooted in the South of France, Hélas carries a distinct identity from day one — independent, authentic, and deeply connected to the culture.

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. From caps to full collections, each piece balances relaxed silhouettes with refined execution, creating a wardrobe that feels effortless.