by Trymlg
Heliot Emil(HE, launched the spring of 2017) is a Ready-To-Wear (RTW) collection produced by the two danish brothers, Julius and Victor Juul. They seek to explore the lines between form and function, diving into different categories within the creative industry of design. It is as mentioned a Scandinavian brand. It has a monochromatic aesthetic to it (usually either black or white), and seek to custom-design materials, fabrics and other thought-provoking details. The high attention to detail and heavy experimentation is ensured by partnering with the best of the best in their category and industry. Each garment and detail is conceived from a collective ideation for each season to compliment the brand as a whole. All the developments are done organic.
A quick intro to summarize the core values and aesthetic of the company right there. Within the Design Industry, Heliot Emil aim to put themselves under the category Fashion Design. Julius Juul, CEO of Heliot Emil, also gets a lot of inspiration from Architecture, Furniture Design and Graphic Design, as you can see from his Instagram (@juliusjuul). Heliot Emil is ranged as a High-end brand, prices ranging from $ 150 for a tee, and up to $1200 for a jacket. I’d categorize them as in a category for themselves, creating techwear with a post-apocalyptic vibe to it. They often use a lot of expensive details/fabrics, such as nylon, metal and recycled prints.
Designers has as you all know (if you were present at last week’s seminar) had their roles expanded. Julius is a good example, considering his deep roots in innovation, being an entrepeneur and having a bachelor degree in Creative Communication. He is creating clothing out of fabrics and prints other designers have not earlier touched upon, and at the same time coming up with his own inventions such as plastic mechanical locks. As of now, the brand is seeking out other recognized designers for collaborations, and are expected to do a collab with the brand Prada in the nearby future. Prada has of this year announced they’re going fur free, which compliments Heliot Emil’s wish and ambitions to respond to the planet’s/users’ environmental needs.
HE has for now not started a brick-and-mortar store, and do not seem to be starting one anytime soon. They are usually to be find in High-End multi brand-stores such as Dover Street Market(London, England) and Futur store (Oslo, Norway). HE has for now not invited any of their users to contribute with the design, but seem to be answering to a large subculture within techwear. HE has a strong backing for its users, and may seem to be recognized as geniuses with every new collection they launch, making their products instantly hot on the market.
From the details I’ve explained and from the pictures you’ve been shown, I think you’d agree that Heliot Emil really is doing something unique. The monochromatic design, the attention to technical details and strong environmental approach, makes HE a strong competitor to similar techwear brands such as A-Cold-Wall. Since launching their first collection in SS17, you can definitely say that they are doing well, and leaving traces behind in the Fashion Design Industry.
Making sense of art and design industries 