You can see the whole project here : https://fr.ulule.com/helyett-le-livre/ (all in French, sorry... if you have any question, I will be happy to help or translate)

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[Quick spoiler] Something interesting to note there is that the name Helyett come from the operetta "Miss Helyett", in which Miss Helyett "Smithson" comes - not from England as I already read - but in fact from the USA, to spend holiday times in the Pyrénées (where later will pass the Tour de France). The story of the brand is also in another chapter related to the cycling in the American continent.



Title means "In progress, always ahead", which was one of the slogans of the brand.