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The Austrian designer Helmut Lang founded the company in 1986. The brand became a global force for irreverent thinking and minimalist, functional design thanks to a number of famous products and cultural icons. Peter Do was named Helmut Lang Creative Director in 2023. Under his direction, the brand steadfast, avant-garde ethos keeps challenging modern presumptions about casual attire, workmanship, and fashion symbols. Do has developed a system of dressing, a fresh perspective on clothing design and wear, to achieve this.