LU'U DAN

Founded in 2021 by Hung La, this London-based brand reinterprets Asian identity and masculinity in a contemporary way, offering bold and edgy streetwear. Its name, derived from Vietnamese meaning “dangerous man” or “bullet,” embodies a daring and provocative aesthetic.

The Spring/Summer 2026 collection, titled “No Man’s Land,” depicts the steps of outsiders standing in uncertain territories. Through protagonists seeking light from a dark past, it expresses themes of rebellion and the search for presence, while centering on the experiences of blue-collar workers and the hope for renewal.