HETA means H in Greek. By pronouncing the silent H, the designer assigned something new to the original meaning. The combination of the existence and the form of silence has a similar meaning to the aim of the brand HETA. HETA is a high-end casual menswear brand with a touch of avant-garde. Here, the meaning of avant-garde has two different essences. One, the original meaning of avant-garde as a garment and another as a subculture. Recreating the inspirations from the youth and subcultures into a high-end casual wear. Inspired by subculture, redefining the high end.