Helly Hansen & Puma Kick Off 2020 With Their Most Robust Footwear Drop Yet
February 7, 2020
TRAVIS SCOTT x HELMUT LANG
“Everything was just always fresh. I remember my mom bought me one of their shirts for Easter, so that I could wear Helmut Lang for Easter. That was my first piece. And she had a ton of Helmut Lang, so I’d always see it. I just knew that I liked it.” Travis Scott on Helmut Lang.
This is one for the books. Inspired by Scott’s hometown of Houston, Texas, the collection includes nineteen pieces, ranging from t-shirts to outerwear. “This collection is about simplicity and ready to wear,” he explains. “I was really interested in graphics and the story of that, as well as the silhouettes and colors. I didn’t know any other way to treat it, so I was treating it like a merch process: ‘Take this and make it long, add straps to some places.’ Even the shoes are dope! I barely wear designer shoes, but these just remind me of a sneaker, and we tucked the tongue down. I fuck with them so hard.” The collection incorporate bold graphics alluding to the rapper’s albums Birds in the Trap Sing McKnight and Rodeo, and to images of the rapper himself.
“I’m not in it to get to the top in the fashion industry—I was asked by the Helmut Lang team to create this collection and was honored. But I just wanted to curate something for the kids, and the way it all came out it’s definitely lit.”