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In 2011, they created their brand of 5 panel caps, during a rainy afternoon (hence the umbrella?) in London.
With the word alas, it means a bit that "unfortunately" you can't go skating, because it's raining. And as if that weren't enough, it's also a reference to the connection to England.
The brand was based in Montpellier, before settling in Paris a few years ago.
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