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Helas

Helas clothing was born from the mind of legendary Frenchman, short-shorts pioneer, and general connoisseur of all things steezy, Lucas Puig. Originally Helas only offered hats, particularly signature 5 panel sporty numbers, but has since expanded to offer a wide range of clothing and soft-goods covering you for all bases from sporting activities to nights out at swanky restaurants.

In short, Helas embodies everything good about France, minus the cheese. The name, which roughly translates to 'alas' or 'unfortunately', was coined on a trip to the UK where the team's chances of skating were dashed by the iconic British rain (sounds familiar).

Helas boasts one of the hardest-hitting teams in skateboarding; with legends including Max Geronzi, Pedro Attenborough, Flo Mirtain, Chewy Cannon and countless others backing up the great helmsman, Lucas Puig.

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