In brief span of reckless innovation between roughly 1994-2004, Helmut Lang defined an entirely new aesthetic, somewhere between luxury, minimalism and the street whose importance and relevance has continued to grow beyond any expectation in subsequent years. Today the brand employs porous, disruptive design processes to define the essence of its historical innovation, annotating and enriching it with a mix of archival reissues and contemporary reworkings of military-inspired outerwear, high quality hoodies, minimal t-shirts and other luxury basics that speak to the way a new generation see Helmut Lang.