There’s an evolving perception of what’s valuable and meaningful to a new generation, and it centres on the notion of care – care in design, materials, craftsmanship and a design process driven by utility and end use.

Paul Helbers knows that everyone now expects a lot from their clothes, and is driven to bring them excellence. Having a deep understanding of artisan disciplines, his approach to his eponymous menswear label merges the antiquarian with the contemporary. For his debut eponymous collection launching in January 2016, Helbers is working between fashion fantasy and lifestyle reality, creating an essential edit of what a man needs, without overwhelming him with product. The small, but perfectly executed and curated collection offers tailoring, knits, sportswear, shoes and bags.

Each piece of the collection contains a hybrid quality and a feeling of unpolished elegance underlined by the subtle clash of contrasting fabrics, celebrating the rough and the refined. Ideas are carried out with a carefully chosen fusion of low-end and high-end materials always applying a rigorous manufacturing standard. The absence of ostentatious elements is a deliberate choice in order to formulate an unprecious sense of appearance.

The essence of Helbers lies in the pleasure of forging a product with a tangible dose of life, and poised with the intelligence of today’s technology to enhance its longevity. This is forever fashion.