👟 👟 👟 Lamar’s Favorite Alt-Streetwear Label, Mill’s First Post-Prison Interview and Best New Tracks for the Weekend

Inside: Denmark’s coolest streetwear label HYPEBEAST Features April 27, 2018 Meet HELIOT EMIL, Kendrick Lamar’s Favorite Alt-Streetwear Label The latest installment of our designer spotlight series hones in on Copenhagen-based streetwear. [HELIOT EMIL Model] EDDIE LEE/HYPEBEAST The latest installment of our Designer Spotlight series hones in on Copenhagen-based streetwear label, HELIOT EMIL. Named after their great-grandfather, the brand was founded in 2014 by brothers Julius and Victor Juul, whom split up their company’s design and business tasks, respectively. Marked by an avant-Scandi aesthetic that merges form and function with lush, tech-forward fabrics, what HELIOT EMIL lacks in age it makes up for with a mature design narrative and a slew of celebrity endorsements, including Kendrick Lamar, A$AP Rocky, Justin Bieber, Yung Thug, 2 Chainz, Future, Playboi Carti and Miguel. We try not to dwell on targets because we think most people hate being put into boxes and being told what to like and why they should like it. [HELIOT EMIL Sketches] EDDIE LEE/HYPEBEAST Now in its fourth year, the label, whom we deemed as one of the top 10 emerging brands of 2017, is now a highlight at Copenhagen Fashion Week and has even made its way stateside with a debut show at New York Fashion Week: Men’s for Spring/Summer 2017. We met up with the designers at their Brooklyn studio to learn how the brand came to be and where they plan to take it in forthcoming years. [READ FULL ARTICLE ON HYPEBEAST →]( [More HYPEBEAST Features]( [Meek Mill Opens up About Prison Release in 'NBC Nightly News' Interview]( [Best New Tracks: Rae Sremmurd, J. Cole, Tyler, The Creator, A$AP Rocky, Sheck Wes, Travis Scott and More]( Get The App Free on iOS and Android Follow 2018 HYPEBEAST Limited. All Rights Reserved [Unsubscribe](=--9e31d6695c887f8ceab4892e3d6cb3dc2a190735)