LỰU ĐẠN - The Latest Forward Thinking Brand to Hit JUICE Shelves With a Unique Perspective on Asian Identity

LỰU ĐẠN - The Latest Forward Thinking Brand to Hit JUICE Shelves With a Unique Perspective on Asian Identity

In Vietnamese, the words LỰU and ĐẠN translate to pomegranate and bullet. However, together the words breathe a new colloquial meaning, “Dangerous Man.” This phrase has become the backbone for the brand’s strong vision of defying traditional style tropes and expectations. LỰU ĐẠN is the brainchild of Vietnamese designer Hung La. Whilst respecting Asian heritage, the brand looks to create a new identity through vibrant color palettes, nostalgia-evoking prints, and unconventional silhouettes.

For this year’s Fall-Winter Collection, La sticks to LỰU ĐẠN’s dangerous man theme by drawing inspiration from the Japanese Black Emperor Bosuzoku gang. The aesthetic of this notorious motorcycle gang was inspired by 70s punk rock but with a distinctly exaggerated touch, reflecting their excessive and bold style. LỰU ĐẠN’s new collection is no different, often opting for vivid hues and unique fits.

A definite show-stopper in the collection is the “All over flags chore jacket”. The statement piece features edgy photographic prints from top to bottom which encapsulate the liveliness of city nights. In addition, the jacket features an oversized collar and elongated sleeves, demonstrating the garment’s Bosuzoku inspirations.

Luu Dan Jacket

Another exciting addition to the collection is this distressed knit vest. This eye-catching vest adorns numerous intricate knit patterns from top to bottom including LỰU ĐẠN typography and blossoming lotus flowers. Furthermore, the center of this sleeveless sweater features a mysterious highway motorcycle graphic that provides an additional layer of detail.

Luu Dan Sweater

Demonstrating the abstract silhouettes of LỰU ĐẠN’s latest collection is this pair of pleated front jeans. The dark wash jeans have an exaggerated silhouette and a baggy fit. However, this is not where the uniqueness of this silhouette ends. The front center of this pair is also pleated in the middle, giving it a subtle folded-over aesthetic that provides an additional dimension of complexity to an outfit.

 Luu Dan Jeans

From designing for big names like Balenciaga and Celine to creating a brand instilled with a passion for rebellion, Hung La is a veteran designer ready to take the high-end streetwear industry by storm. Although LỰU ĐẠN was founded in 2021, it has already established itself as a forward-thinking brand with a unique perspective on Asian identity.