Helmut Lang Jeans: A Timeless Staple

Heralded as one of the most influential designers of the '90s, Austrian-born Helmut Lang captured the imagination of those out-with the usual fashion circles with a minimalist, utilitarian approach to design. Focussed on reimagining traditional garments, the self-taught designer built an empire of influence, cultivating an elegant and sophisticated aesthetic that proffered a timeless look rooted in every-day wearability.

Regarded as a revolutionary, Lang pioneered a variety of different production techniques, fabrics and styles that have become commonplace in the luxury market today; the most infamous being his apotheosis of denim within the high-end realm. Elevating denim to a luxury staple, Lang's use of the fabric in his Helmut Lang Jeans line offered a casual sensibility with a high-end look, ensuring that style and substance were never too far removed. Dissolved after part of the company was sold to Prada, the Helmut Lang Jeans line was resigned to the history books.

Now, 14 years after Lang left his label and retired from fashion design, the brand is helmed by former Joseph designer Mark Howard Thomas. In an ode to Lang and the seminal work his label produced throughout the '90s and early '00s, Thomas has re-launched the long-defunct Helmut Lang Jeans line. Offering a selection of denim garments, the label looks to retrace their steps and reconnect with the original minimalist sensibilities championed by their name-sake. Offering up an exceptional selection of classic denim pieces, the New York City-based brand combine their love for classic styles with an effortlessly cool sensibility and an essence of true sophistication.

Helmut Lang SS19 is available online now at END.