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Heliot Emil is a Scandinavian conceptual brand founded by brothers Julius and Victor Juul in Copenhagen in 2014. The brand's name is a tribute to their great-great-grandfather, Heliot Emil.
The Juul brothers call their aesthetic "subversive Scandinavian": it grew out of Scandinavian minimalism but transformed into a radical, industrial, cold, and dramatic style. This is fashion that provokes and tests the boundaries of form and function.
The brand draws inspiration from the underground techno scene, the shadows of industrial structures on the outskirts of megacities, military, and utilitarian design. The brand's collections embody this industrial elegance: architectural silhouettes, a monochromatic palette of black, gray, metallic, and complex materials: techno-nylon, recycled materials, metal, and rubber.
Heliot Emil items are often complemented by metal details — carabiners, fasteners, magnets, and other hardware that resemble elements of industrial mechanisms, bringing the technical to the outside and making it beautiful.
Heliot Emil is the voice of a new Nordic avant-garde, where industrial harshness transforms into sophistication, and function takes the form of art.
