Hélas is the sophisticated celebration of French skateboarding culture. "French Lacoste steez" born from a conversation outside a London pub, grown into Europe's most refined skate brand. Founded by Lucas Puig, Stephen Khou and Clément Brunel, and carrying the iconic umbrella logo, shop Hélas at The Vines for tees, hoods, knitwear, tracksuits and the legendary caps.
Hélas Brand History
Back in 2011, Lucas Puig, the Palace Skateboards team rider, found himself outside a London pub with Clément Brunel and Stephen Khou, talking about quality headwear and French street culture. Their vision: "French Lacoste steez" five-panel caps at a time when only Supreme was making similar styles, but in oversized fits that missed the refined European aesthetic they wanted.
The name carries the brand's whole sense of humour. "Hélas" translates literally as "alas", but the French use it to mean "unfortunately", a nod to a failed UK skate trip where constant rain stopped any filming, and the iconic umbrella logo was born: the elegance of carrying an umbrella, and the unfortunate reality that sometimes it's raining and you can't skate. From there the pieces fell into place: Stephen moved to Shanghai with access to quality factories, Lucas brought the skateboarding credibility, Clément the fashion sensibility, and a headwear company grew organically into full collections, tracksuits, polos, knitwear, plus collaborations with Adidas Skateboarding and Kappa, all while keeping that distinctly French refinement that separates European skate culture from its American counterpart.
The Hélas Aesthetic
What truly sets Hélas apart is its roots in tennis culture and 90s sportswear, with a touch of old-school mafia elegance. While most skate brands of the 2010s leaned into rawness, punk and DIY graphics, Hélas went the other way entirely: polos, panelled track jackets, clean-cut shorts and subtle embroidered logos, a genuine reinterpretation of retro athletic style rather than parody or nostalgia. It's "French Lacoste steez" made real.
The branding is deliberately restrained. Rather than loud graphics and oversized logos, Hélas builds identity through small embroidered details, muted but intentional colour blocking and recognisable silhouettes, with the umbrella mark instantly doing the rest. That restraint is exactly what makes the brand feel premium: it trusts the design to speak for itself. The happy result is crossover appeal. You can skate in Hélas, then carry that same steeze straight to the pub looking like you meant it, which is why you'll spot it on plenty of people who've never stepped on a board.
Hélas Skate Team
The Hélas team embodies European skateboarding sophistication, built through genuine relationships in the French and wider European scenes rather than marketing budgets. Alongside Lucas Puig himself, one of the most technically gifted street skaters of his generation, the roster includes Lyon legend JB Gillet, Max Geronzi and Brian Peacock.
It's a crew that skates exactly how the brand looks: smooth, stylish and effortlessly French. That same eye carries into the brand's video output, which leans cinematic and clean rather than chaotic, projects like "Fellas" mirror the clothing perfectly. Watch any Hélas edit and you'll understand why "elegant" and "skateboarding" stopped being a contradiction.
Hélas Products In Stock
Explore the Hélas collection at The Vines Supply Co, French sophistication across clothing and headwear.
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Hélas T-Shirts & Long Sleeves:
Heavyweight cotton tees and long sleeves with sophisticated graphics and refined European fits, from subtle umbrella hits to playful seasonal artwork.
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Hélas Hoodies & Knitwear:
Hélas hoods alongside the standout knit crewnecks, Coogi-style patterned jumpers that nobody else in skateboarding is doing, plus football jersey shirts straight from the French sportswear playbook.
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Hélas Tracksuits, Shorts & Pants:
The Detente tracksuit in jacket and bottoms, sport shorts, Dieu Grec jean shorts and surfer pants, European athletic wear traditions bridged with street style.
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Hélas Caps & Bucket Hats:
The legendary headwear that started it all, five-panel and sport caps plus bucket hats, in that distinctive smaller European fit with the umbrella front and centre.
Hélas FAQs
Who founded Hélas?
Hélas was founded in 2011 by pro skater Lucas Puig together with Stephen Khou and Clément Brunel, the idea taking shape outside a London pub. Lucas brought the skate credibility, Stephen the Shanghai manufacturing access, and Clément the fashion and business sense.
What does Hélas mean, and why the umbrella logo?
"Hélas" translates literally as "alas", and the French use it to mean "unfortunately", as in, unfortunately it's raining and you can't skate. It references a washed-out UK trip where the weather killed the filming, and the umbrella logo captures both that joke and the brand's elegant streak in one image.
What is the Hélas style all about?
Tennis culture and 90s sportswear, reinterpreted for skateboarding, polos, track jackets and clean silhouettes with minimal, embroidered branding. It sits between performance skatewear, sportswear and fashion, which is why it's worn well beyond the skate world while staying completely authentic to it.
How do Hélas caps fit?
Smaller and more refined than oversized American styles, the caps reference classic European headwear proportions, which is exactly the "French Lacoste steez" the founders set out to create. If you're used to roomy US fits, expect Hélas to sit neater.
Is Lucas Puig still involved with Hélas?
Very much so, Lucas remains at the heart of the brand, and his legendary technical skating and Palace connections are a big part of why Hélas has genuine skateboarding credibility rather than being fashion wearing a skate costume.
Has Hélas done collaborations?
Yes, most notably with Adidas Skateboarding and Kappa, link-ups that pair Hélas' French aesthetic with major-brand technical expertise. Collab pieces land in limited numbers and rarely hang around.
Who is on the Hélas team?
The team includes founder Lucas Puig, Lyon icon JB Gillet, Max Geronzi and Brian Peacock, European talent that skates as smooth as the brand dresses.
Shop Hélas in the UK at The Vines, featuring caps, tees, knitwear and tracksuits from France's most refined skate brand. Enjoy fast, free UK premium delivery on orders over £70, with free next-day delivery available for orders placed before 4pm.