Demen was founded in Hanoi in May 2024 by Jang and Kei Vu, who met while working together at Subtle Le Nguyen. The brand takes an elevated approach to everyday dressing- soft draping and considered construction shape each piece to move naturally, carrying a quiet, effortless sensuality. At its heart is a study of the relationship between clothing and the body: garments the founders describe as "nature-breathed," echoing organic movement and the subtle irregularities found in nature.

That sensibility runs through the collection, billowing, gauzy shirts tucked into roomy trousers, and delicate jewelry designed to be worn multiple ways. Rendered entirely in black and white, letting fluid form take precedence over colour. The brand favors breathable materials and natural drape, grounding its designs in Vietnam's heat and humidity while maintaining a sense of refinement.