There would have been no real revolution in the fashion world during the 90s, if it had not been for the creative genius of Helmut Lang, the master of jeans. It all starts in a studio with Helmut and only three seamstresses. Helmut Lang is synonymous with minimalism and utility, a fashion that does not care to define what is masculine and what is feminine. Anticipating the work of many other designers, Helmut Lang has always used essential, recycled and eco-friendly materials. After abandoning the spotlight of fashion in 2005, the brand was relaunched in 2017 with the creative direction of the director of Dazed and Confused magazine Isabella Burley. The "Helmut Lang re-edition" is then announced: authentic reproductions of some of the brand’s key pieces. The ethical commitment of the brand has always distinguished him, from the production of clothes, the animals treatment to ensure decent working conditions for his employees, respecting the ILO Four Fundamental Freedoms. In 2020, the Selfridges Project Earth partnered with the brand for a 1991-2005 Helmut Lang archive sale of 40 pieces (some of the few that remained intact after the 2010 fire in Lang’s studio in New York), carrying forward the quality over quantity mindset.