A handmade hat which is uniquely beautiful and feels like a part of your head.

Have a look at my collection.
Order online or we can meet and discuss your signature hat.

 

about demure

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!

Love,     YukiSignature

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'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..

New Collection

Winter is coming.
Browse the full AW ’16/’17 collection.

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New Collection
Studio & Atelier

You are welcome in my new studio.
Korte Marnixstraat 5, Amsterdam

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Studio & Atelier
Masters of LXRY

I’ll be at Masters of LXRY.
Looking forward to meeting you there.

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Masters of LXRY

"Autumn is a second spring
  when every leaf is a flower"
  Albert Camus

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"fashion & style is architecture:
  it is all a matter of proportions."
  Coco Chanel

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."
  Sonia Rykiel