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The 50 Greatest Menswear Brands of All Time A page from the Helmut Lang AW03 lookbook.

8. Helmut Lang / Jil Sander / Prada

Founder: Helmut Lang (Helmut Lang); Jil Sander (Jil Sander); Mario Prada (Prada)
Year Founded: Helmut Lang founded 1986; Jil Sander brand founded 1968; Prada founded 1913

In the decade of grunge and hip hop fashion, Helmut Lang, Jil Sander, and Prada helped popularize a new, almost mod, sense of minimalism with their chic, pared down designer suits. In a way, it was a riposte to the flashier, shinier, sexualized sense of style in the 1980s (think Versace). This new austere, monochrome look for suits was popularized through movies such as Reservoir Dogs and Pulp Fiction, and arguably helped set the stage for Hedi Slimane's skinny suit fashions in the next decade.

Tags: menswear
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