His clothes were made with very sharp lines and careful cuts, creating basic but extremely elegant silhouettes in high quality and often high-tech fabrics.

His fashion house became famous in the late 1980s for its simple but refined designs, its slim suits in black or white, its denim collection, and the use of high-tech fabrics.

[3] Helmut Lang has consistently sold both men's and women's lines of clothing, kept under a single name and always presented in one fashion show.

[4] Lang joined the growing number of designer departures, including Jil Sander from her own label at Prada and Tom Ford from Gucci.

This came about three weeks after Prada had sold the Jil Sander label to British equity firm Change Capital Partners (CCP).

The Japanese holding company LTH, developer of the theory fashion label in Japan and the US, re-launched the Helmut Lang collections under the direction of a "suitable" designer for the spring/summer 2007 season (presented in fall 2006), in select boutiques worldwide as a "contemporary brand".

[7] In May 2006, it was announced that Michael and Nicole Colovos, an American-New Zealand designer couple, who formerly had their own Los Angeles–based denim label Habitual, had been installed by Link Theory as creative directors for the new Helmut Lang brand.

From February 2007, select upscale retailers such as Barneys or Bergdorf Goodman started to carry the spring/summer 2007 Helmut Lang contemporary sportswear collection.

[9] The company also announced that "over the long term" they intend "to also establish exclusive Helmut Lang shops" in the US, Europe and Japan.

In March 2007, Link Theory opened the first post-Prada signature Helmut Lang store in Tokyo's fashionable Aoyama district.

[citation needed] In Japan, the company has since then installed several Helmut Lang stores-in-store at local department stores.

Another Helmut Lang store opened on September 28, 2007, on Maiden Lane in San Francisco, in the building previously occupied by Jil Sander.

[21] Three different perfumes were associated with the Helmut Lang label, produced in cooperation with Procter & Gamble, all of which were discontinued with the closing of the original brand in 2005.