‘My collections are mainly inspired by thought-provoking themes or things that make me think’, Julius Juul told the Culture Trip regarding his designs for Heliot Emil, the Copenhagen-based brand that rocked the fashion world during this year’s Copenhagen Fashion Week.
Heliot Emil the streetwear brand was founded in 2014 by brothers Julius and Victor Juul, and features unisex garments made from textiles collected from all over the world. Their first collection, titled There is No Tomorrow, was presented at Milan Fashion Week SS17 and was inspired by the Japanese subculture Bōsōzoku, entering the fashion scene with a bang.
This collection featured waterproof jackets, tech joggers in dark colors and buggy hoodies in earthy tones. Victor and Julius had made their point; their inspiration came from street culture and included thought-provoking themes, while gender continues to be irrelevant to them.
‘I think the idea of creating unisex is very much where the world is going. We are separating men and women less and less, and we are seeing people more as individuals and not part of a certain group or gender’, points out Julius when explaining why he has chosen to design unisex collections.
Heliot Emil’s show as part of the Copenhagen Fashion Week New Talent Scene SS18 was a tipping point for the brand. Their latest collection, titled Post-Traumatic Combat Stress, drew a lot of attention and gained critical acclaim from fashion magazines and websites from all over the world, including Vogue, Highsnobiety and Elle. Inspired by the struggles soldiers face after returning from war, the collection couldn’t feature anything but bulletproof-style vests, buckle belts and camo pants.
Even though Heliot Emil is menswear-focused, Julius revealed that, for the first time, they’re planning to make a separate women’s collection for AW18 – and we can’t wait to see it!