HELMUT LANG… Jeans, Branding & Stores…
Honestly, Helmut Lang is a bit too ‘out-there’ for me when it comes to the larger percentage of their ready-to-wear collections… And the fragrances? Haven’t tried them. But their jeans (for men) are some of the best fitting and best wearing jeans I have ever owned. Go get a pair, selvedge or not, they are just good jeans. But above and beyond all that… Helmut Lang is a perfect example of how a well branded fashion label looks and feels. From their abstract advertising with National Geographic magazine and on the top of taxis in NYC to their store interiors and their beautifully simple woven tags… They have it locked. And their website is perfectly minimal, and they were one of the first brave enough to do it like that, check yourself. THE BRILLIANCE says you need a pair of Helmut Lang jeans. Go buy some.