London-based luxury menswear label Lu’u Dan has never been subtle. On April 27, the brand, whose Puffa shorts sold out within hours after Justin Bieber wore them during his Coachella set in April, posted on Instagram in bold red type: “We’ve already said it. We’re not toning it down.” The message, paired with founder Hung La’s declaration of pride in his Vietnamese-American identity, framed the brand’s stance plainly: Lu’u Dan is not interested in restraint. “AAPI [Asian American and Pacific Islander Heritage] Month is coming, we’re not asking for space. We are taking it,” the post announced.

Founded in 2020 by the American-born Vietnamese designer, Lu’u Dan takes its name from the Vietnamese words for “pomegranate” and “bullet”. Combined, the words mean “grenade”, a colloquial shorthand for a “dangerous man”.

La – a graduate of Antwerp’s prestigious Royal Academy of Fine Arts who’s previously worked with brands like Celine and Balenciaga – has long described the men of Lu’u Dan as male figures who exist outside conventional archetypes. Lu’u Dan is the “dodgy uncle”, the night dweller – the man in a loud T-shirt with a cigarette in hand and nowhere to be. This refusal to conform to the stereotypical soft Asian masculinity so often portrayed through a Western lens has always sat at the heart of the brand.

So it seems fitting that Lu’u Dan’s latest collaboration, set for worldwide release on May 14, takes inspiration from Bruce Lee. Few figures embody the brand’s ethos more fully than the Hong Kong legend, who quite literally fought his way to the top, challenging racial stereotypes in Hollywood and redefining what an Asian leading man could be.

Turning its lens towards the kinetic action of Bruce Lee’s kung fu cinema, the Lu’u Dan x Bruce Lee collaboration draws on archival imagery and graphics, reworking them with AI and digital retouching to create contemporary takes on familiar visuals. The collection also taps into the visual language of Lee’s films, with a biker jacket reimagining his distinctive yellow jumpsuit, as well as ringer tees and an Enter the Dragon belt.

Created in partnership with Bruce Lee Enterprises, this collaboration lands at a timely moment, coinciding not only with AAPI Heritage Month, but also the release of the brand’s fall/winter 2026 collection, All Bets Are Off, which debuted during Paris Fashion Week at Galerie Paris Horizon.