Hello, my name is Yuki. I originally come from Japan and learned millinery (the art of hat-making) in London before starting my own hat brand ‘demure’ in Amsterdam, The Netherlands.
When you wear a hat it frames your face, becoming as much a part of you as your hairstyle. That's why I focus on the smallest details. The details are the personality of the piece, a part of your personality if you will. It is important that I do everything by hand so they feel soft, light and comfortable.
My collection represents my ideas of what gives us timeless style and comfort.
I hope you find a hat you like in my collection. If not we can discuss and develop a design together. We can discuss colour, shape, proportions and inspirations to find what you are looking for.
It is such a pleasure to see a customer wearing one of my hats, feeling quietly confident and comfortable (this is my definition for 'demure')
Speak to/ see you soon!
'I do prefer old-fashioned milliner's pins to the newer ones. They maybe easier to use but they don't allow me to pin the hat with smaller gaps and to be quite honest, they are not pretty to look at. I enjoy looking at hats while being made so'
outlook of this season..
Winter is coming.
Browse the full AW ’16/’17 collection.
You are welcome in my new studio.
Korte Marnixstraat 5, Amsterdam
Studio & Atelier
I’ll be at Masters of LXRY.
Looking forward to meeting you there.
Masters of LXRY
"Autumn is a second spring
when every leaf is a flower"
I had an interview with Zarlasht and photos were taken by Charlotte for this article in Parool. I just kept on answering questions or kept on talking about all the hats, not knowing what would the article be like. Now the evening paper was out last night and I read it, I am happy … Read More
Dear all, While the days are getting shorter, all of a sudden there’s this surprise of an extended summer, an Indian Summer and unexpected high demands for Summer hats! Every extra sunny day is a little present that enables you to cross more of your wishlist of ‘things-to-do-in-summer’. Outdoor diners with friends, long walks on … Read More
demure Atelier will be OPEN! As of 1 September 2016, demure Atelier will be open! I found a pretty shop place in a nice part of Amsterdam. It is by the canal, quiet, surrounded by pretty houses and nice independent shops and is next to a Burrito restaurant (thank god for this!). In the past, … Read More
Masters of LXRY 2016 I think it was sometime last year that I noticed that a luxury lifestyle magazine LXRY featured Halina Reijn, a Dutch actress wearing different hats. I’d just launched demure and all these magazine features especially on such high-profile media seemed like a faraway dream. I bought a copy, admired the photos, … Read More
"fashion & style is architecture:
it is all a matter of proportions."
Visiting Amsterdam shortly and looking for an exclusive gift, to yourself or your loved ones?
"being one step ahead of a fashion trend is not so important to me.
what matters is to always forge ahead."