Helmut Lang: Avant-garde Men's Fashion
A progressive brand with a colourful history: Austrian Helmut Lang always saw himself as an artist but not necessarily as a fashion designer. After opening his first boutique 'Bou Bou Lang' in Vienna back in 1977, he successfully launched his own brand in the 1980s. The designer took the fashion world by storm in New York with minimalistic chic and caused a stir in 1998 with the first fashion show to be live-streamed online. Because he presented his show before anybody else and Calvin Klein copied him, the entire New York Fashion Week was permanently brought forward on his account. Helmut Lang's urban and puristic but nonetheless distinctive looks aim to emphasise their wearer's personality with skilled reserve. They stood out from the creations of other designers that were considered extravagant at the time and even gave less fashion-conscious people a way into high fashion. At the start of the new millennium, he increasingly began to follow his vocation as an artist, ultimately selling his label to the Prada group and leaving the business entirely to pursue art and photography.
During the past decade, it has been possible to completely relaunch the brand, which is now part of the Theory group. Helmut Lang's previously reserved designs have been completely reinterpreted and given avant-garde upgrades to make them genuine statement pieces. However, the men's collections also feature simple essentials such as clean T-shirts in soft cotton jersey. With modern prints and original self-referential logos, Helmut Lang T-shirts and hoodies draw attention to themselves as comfortable streetwear. Extravagant features like back straps on the shirt or elegant knitwear with distressed details make the latest collections unconventional yet wearable everyday styles with that special something. Helmut Lang is still loyal to the original idea of creating universal, androgynous fashion: Many of the creations are designed as unisex clothing and come in both men's and women's sizes. You can find these and other versatile pieces for men in a wide range of sizes and colours online here in the BRAUN Hamburg shop so you can create your unique look with contemporary Helmut Lang styles.