Our Story
DEMAD was born in 2014 during a gathering of friends in Madrid Cundinamarca Colombia, created to represent street culture and streetwear. From the start, the brand reflected the spirit of urban life and the craftsmanship behind each design.
Driven by the desire of its founder, Jonny, to expand and reach new audiences, DEMAD moved to Barcelona, Spain, in 2016. Over the next five years, the brand gained experience, took its first steps in the industry, and achieved international collaborations, leaving a mark on urban culture and street life.
In 2021, DEMAD relocated to Germany. It wasn’t until 2024, however, that the brand began making a real impact in Köln’s urban scene. Here, it aligned its identity with the essence of the city and its community, gradually establishing itself as an exclusive urban label.
All of this was made possible thanks to everyone who has been part of the journey. Each contribution, big or small, helped DEMAD reach where it stands today, growing with a team that is more than a team—it’s a family.
What We Do?
At DEMAD, every piece tells a story. Our designs are crafted with care, blending creativity and skill in every stitch. From the first sketch to the final product, we handle each step in-house, ensuring that quality and attention to detail are at the heart of everything we create.
The majority of our collections are designed, printed, and produced by us, entirely by hand. We take pride in maintaining our craftsmanship while always respecting the ecosystem, striving to work with the lowest environmental impact possible.
Our drops are limited to only 50 units, making every item unique and exclusive. We collaborate with select artists and creators worldwide, giving each collection a distinct identity that stands out in the urban scene. Every piece is more than clothing—it’s a statement.
DEMAD isn’t just about fashion—it’s about community. Our designs capture the essence of street culture, connecting with the energy and spirit of the cities we live in. We create for those who live the streets, celebrate individuality, and value authenticity in every detail.
Our Values!
Mission
DEMAD exists to craft exclusive streetwear that celebrates individuality, creativity, and authenticity. Every piece we create is a reflection of urban culture, designed to empower those who wear it and connect them with the streets they live in.
Vision
Our vision is to be a leading name in urban fashion, recognized for originality, craftsmanship, and limited-edition releases that leave a lasting impact on street culture worldwide. We aim to grow while staying true to our roots, building a community that values quality, creativity, and connection.
Meet the Team.
DEMAD thrives thanks to the people behind it. Every team member, past and present, has contributed their creativity, passion, and dedication to help the brand grow.
Led by Jonathan Aragón, with support from Creative Director La Tete, DEMAD unites a team of designers and collaborators who bring street culture to life.