All those punks and ravers of the 1970s, the anti-fashion anti-establishment crowd, they all grew up eventually. Some of them became successful artists, actors, movie-makers, graphic designers and entrepreneurs.
People who were in their 20s and early 30s when they entered the business world for the first time and increasingly rose to power. They needed a brand that allowed them to look the part but did not force them to kill the rebel inside.
They wore Helmut Lang and made it to what it is today.
Not many labels are able to make the jump from luxury catwalk to urban street fashion nor do they want to. But Helmut Lang did it effortlessly, moving into the sports scene as well as hip hop music by being the brand of choice of many players and rappers today.
The most flamboyant and fashion minded NBA stars like Russell Westbrook, Dwyane Wade and Kevin Durant show themselves proudly in Helmut Lang clothes when they take that famous walk from parking garage to locker room.
All of them combining rare sneakers, luxury accessories and other heritage brands into their style, allowing Helmut Lang to rejuvenate their relevance and create a new loyal following.