ROW: The Artist Behind HELMETA
Behind every powerful brand is a story — and behind HELMETA, that story begins with ROW.
Known in the music world as ROW, and offstage as Roland Berisha, he’s more than just a designer or DJ. He’s a movement. A fusion of culture, creativity, and pride that spans from the pulse of Berlin’s electronic scene to the roots of the Albanian mountains.
But how does a Kosova-Albanian Afro House producer become the force behind a streetwear brand like HELMETA? It all starts with identity.
The Sound of a New Generation
ROW’s journey began early. At just 15, he was already producing music, experimenting with sounds that would later define a whole new genre for his culture. As the first Albanian Afro House producer, he didn’t just ride a trend — he created his own wave.
By blending deep, rhythmic Afro House beats with traditional Albanian melodies and modern Balkan influences, ROW forged a sound that resonates with both heritage and hype. His sets on YouTube and in clubs across Albania and Kosovo brought this fresh energy to life.
Tracks like “Lumja Toka”, which gained national exposure through Big Brother VIP Kosova, and his remix of Massari’s “Real Love” (his most-streamed track to date) propelled him into the international spotlight.
But even with that success, ROW stayed rooted in something deeper than fame — culture.
From Studio to Street: The Birth of HELMETA
Music was just one way ROW expressed his identity. Fashion was the next.
Inspired by ancient symbols, modern diaspora life, and a desire to make Albanian pride wearable, HELMETA was born — a streetwear brand that’s as bold as his beats.
The name HELMETA references the iconic Illyrian and Albanian warrior helmets, a recurring symbol of strength and legacy in both his music and visuals. Through HELMETA, ROW channels that same warrior energy into streetwear — from graphic tees to mugs, hats, and sportswear designed for those who move through the world with purpose.
Every piece carries meaning. Every design echoes the past while speaking to the present.
A Brand with a Beat
HELMETA isn’t just merch. It’s modern ethnic armor for a new generation — Albanians and Balkan youth around the world who want to represent their roots in a fresh, urban way.
Whether you’re hearing his beats in a Berlin club, watching his visuals online, or wearing one of his designs on the streets of Zurich or Pristina, you’re experiencing the world of ROW — a blend of music, movement, and meaning.
What’s Next?
As ROW continues to release new music and expand the HELMETA brand, one thing remains at the core: authenticity. Whether behind the decks or the designs, he’s telling the same story — one of pride, resilience, and cultural fire.
Because to ROW, this isn’t just about songs or clothing.
It’s about reminding a generation where they come from — and showing the world where they’re going.
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