Tagline
We’re not who you think we are, we’re not going to be who you want us to be, we’re just going to keep doing us.
LU'U DAN is a luxury menswear label founded in London in 2021 by designer Hung La. The brand name derives from Vietnamese and is inspired by the nickname “Dangerous Man,” formed from “Pomegranate” and “Bullet.” Centered on the nuances of Asian identity and its evolution, the label respects tradition and the sacrifices passed down through generations, while aiming for communities to break free from tropes and expectations and create a new legacy.
Concept
LỰU ĐẠN is a luxury label rooted in the nuances of Asian identity and its evolution.