HELAS

Hélas is a French brand founded in 2011, born from the Parisian skate scene with a clear vision: merging sportswear and casual wear through a deep cultural sensibility. The name says it all — Hélas, the French word for "alas", carries an elegance of things too good to last. The brand draws inspiration from skateboarding, music, photography and art, weaving these influences into each collection through quality fabrics, precise cuts and a bold aesthetic unlike anything else. Caps, polos, knitwear, shorts, jackets — every Hélas piece tells a coherent story between street culture and craftsmanship. Sharp collaborations, cinematic lookbooks and carefully compiled mixtapes complete a brand universe rare in the European streetwear landscape. Available at EMPR in Pau France and worldwide.