About us

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.

Collaboration has always been a key part of the brand’s evolution. Over the years, Hélas has partnered with iconic names such as Adidas, Kappa, Nautica, Schott NYC, Paraboot Champion and more. Each project blends Hélas’ skate DNA with heritage influences — from 90s football aesthetics to classic outerwear and footwear — resulting in collections that feel both timeless and culturally relevant. These collaborations are not just products, but creative dialogues between different worlds.

Video has also played a central role in shaping the Hélas universe. Through a series of mixtapes and full-length productions, the brand documents its travels and its team across cities like Paris, Los Angeles, Tokyo, London, Shanghai, pretty much all around the world. More than skate footage, these projects capture the spirit of the brand — movement, friendship and exploration.

Beyond products and content, Hélas has built a strong global presence through events, activations and a wide distribution network. From Paris launch parties to international premieres and collaborations, the brand continues to connect with its audience worldwide. Today, Hélas is stocked across Europe, Asia and the United States, worn by a new generation of skaters and creatives, while staying true to its original vision.

More than a brand, Hélas is an ongoing story — one shaped by its founders, its team and its community. A reflection of where it comes from, and where it’s going.