Hélas Skateboards: French Flair on Four Wheels

If you’ve ever seen a skater gliding through Paris in a crisp tracksuit and a five-panel cap with an umbrella logo, chances are you’ve just witnessed the unmistakable style of Hélas. This French skateboarding brand has carved a unique niche in the skate world, blending streetwear elegance with raw skate culture. Let’s dive into the story behind the brand, its rise, its riders, and what it’s up to today.

🌧️ Origins: Born Under an Umbrella

Hélas was founded in 2011 by three friends: Lucas Puig, Clément Brunel, and Stephen Khou. The idea sparked outside a pub in London, where Stephen and Clément were chatting about starting a headwear brand. Lucas, already a well-known pro skater with Palace Skateboards and Adidas, joined the venture, and the trio launched what would become one of Europe’s most stylish skate labels.

The name “Hélas” is a French word meaning “alas” or “unfortunately”—a cheeky nod to a rainy UK skate trip that inspired their umbrella logo. Initially focused on five-panel caps reminiscent of vintage Lacoste styles, Hélas quickly gained traction for its clean aesthetic and clever branding.

🧢 What Made Hélas Stand Out

Hélas didn’t just make hats—they made statements. Their early success came from being one of the first to revive the five-panel cap trend in skateboarding, offering a sleek alternative to bulkier designs. But they didn’t stop there.

• Expansion into Apparel: After a few seasons of headwear, Hélas branched into clothing—tees, polos, hoodies, and especially tracksuits. Their collections often feature minimalist French design with playful graphics and bold colorways.

• Collaborations: Hélas has teamed up with heavyweights like Adidas Skateboarding, producing limited-edition collections that merge skate functionality with high fashion.

• Visual Identity: Their lookbooks and video edits are always on point, often shot in iconic European cities with a cinematic flair.

🛹 Sponsored Riders and Skate Team

Hélas built a strong team of skaters who embody the brand’s stylish, technical ethos. Some of the notable names include:

• Lucas Puig – Co-founder and style icon, known for his smooth, tech-heavy skating.

• Brian Peacock – A street skating powerhouse with jaw-dropping lines.

• Javier Sarmiento – Spanish legend with timeless finesse.

• JB Gillet, Max Geronzi, Brayan Albarenga, Karl Salah, Titi Gormit, and Jed Coldwell – All part of the extended Hélas family, contributing to the brand’s global reach.

Their videos—like “Fellas” and “Parisien” edits—showcase not just tricks, but the lifestyle and vibe that Hélas represents.

🧵 What They’re Doing Now

As of 2025, Hélas continues to thrive as both a skate brand and a fashion label. Their latest collections include:

• Seasonal drops of tracksuits, graphic tees, and knitwear

• Limited-edition accessories like caps, bags, and beanies

• Collaborations with artists and designers that push their aesthetic forward

Hélas "Fellas"

Hélas "Paris"

Hélas "Milano"