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. LỰU ĐẠN is more than a brand, it’s a community made up of misfits who don’t just share an identity, but the experiences that go into forming one. We are a resource, a point of a connection, a way home.

Founded in 2021 by designer, Hung La, LỰU ĐẠN is a luxury label rooted in the nuances of Asian identity and its evolution. Taken from La’s native tongue of Vietnamese, LỰU ĐẠN derives itself from the words for “Pomegranate” and “Bullet”, combining to make the colloquial term for a “Dangerous Man”. Yielding new depth and visibility for Asian identity, LỰU ĐẠN respects heritage and generational sacrifice but opts to celebrate the new legacies being created as its community breaks free of tropes and expectation. Utilizing rich, sonorous color palettes, reminiscent prints and brazen silhouettes, LỰU ĐẠN traces stitches back to lineage, paying tribute by breathing modernity into tradition. LỰU ĐẠN pushes fashion’s boundaries, becoming solely defined by those whose backs it adorns.