87% matchMartine Rose
London subculture codes, warped proportions
Brand profile
LU'U DAN
London designer label by Hung La reframing Asian diaspora and punk imagery through oversized jackets, graphic prints and inventive knitwear.
LondonOrigin
Avant-gardeStyle
$$$$Price
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What to know about LU'U DAN
Outerwear carries the whole collection
Oversized souvenir jackets and biker leathers are the anchor pieces, with dragon motifs, distorted graphics and bold knitwear filling out the rest.
Asian diaspora imagery, not subtle
Hung La builds collections from 1980s-90s Asian gangster-film references, punk and rock — the name itself is Vietnamese slang for "dangerous man."
Big-house training, small-label scale
La worked at Balenciaga and Celine and co-founded Kwaidan Editions before starting this in 2021; leather outerwear runs above $1,200 through SSENSE and independent boutiques.
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Brand facts
LU'U DAN is a London-based designer label founded by Vietnamese-American designer Hung La, previously at Balenciaga and Céline and co-founder of Kwaidan Editions. The name, Vietnamese slang for "dangerous man," frames collections that mine 1980s-90s Asian diaspora and gangster-film imagery, punk and rock references. Signatures include oversized souvenir and biker jackets, distorted graphic prints, dragon motifs and inventive knitwear in bold palettes. Womenswear now runs alongside menswear. The brand shows seasonally and sells through SSENSE and independent boutiques worldwide, with leather outerwear above $1,200.
- Founded
- 2021
- Origin
- London, United Kingdom
- Price
- $$$$
- Facts checked
- August 2026
- Styles
- Avant-garde, Streetwear
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