To release the line, the brand tapped Ed Templeton, a photographer who’s noted for his ability to capture Southern California youth in such a genuine way that you often forget it’s a photoshoot. For the Helmut Lang jeans campaign, the photographer shot teenage skateboarders in Huntington Beach, California for a limited-edition zine available at Helmut Lang stores and as part of a giveaway on social media. So, stay vigilant.
And of course, because Helmut Lang refuses to do anything by the book, the Jeans collection also features jersey pieces, like hoodies and t-shirts, emblazoned with logo hacks by the artist Brian Roettinger that reference “L’Apocalypse Joyeuse,” a 1986 exhibition at Paris’ Centre Pompidou, where the brand presented its first runway show.
Be sure to cop the new Helmut Lang Jeans collection and peep some of our favorite pages from the Templeton-shot zine, below.