Demask, a pioneer in the field of exclusive fetish clothing and high quality latex clothing, first opened its doors in the summer of 1990 on the Zeedijk in the red light district of Amsterdam. Under the direction of Steve English, the exclusive designs were made in the tiny workshop in the basement and sold on the first floor of the store.
Demask quickly developed into a unique supplier of high quality fetish clothing, especially latex. The products have proven themselves through their innovation and quality and soon became popular in the fetish scene to meet the demand for stylish items. Shops soon opened in Munich and Dortmund and it wasn't long before the modest workshop couldn't keep up with the increasing demand for latex products. They moved to a larger location and the Demask team grew in numbers.
In addition to the pioneering businesses, Demask also took the lead in the world of international fetish events and in 1991, in collaboration with Skin Two, organized the first of many Europerve parties at the Artis Zoo in Amsterdam. The backdrop of the pink flamingos was unforgettable. Demask also hosted the more regular and shabby kinky club parties in the basement of an old warehouse in Amsterdam's Docklands that became legendary.
In 2011, Steve decided to retire from active business and move to France.
On August 1st, 2011, Anton (Steve's former business partner) and his wife Louva (famous French fetish model) took over Demask's business and made numerous changes in design and production.
Anton was originally a freelance wholesaler for Demask before joining the company in 2000 as Steve's deputy. Over the next decade, he played a key role in moving production to the Czech Republic and opening stores in New York and three German cities. Louva was originally a make-up artist who lived and worked in Paris. A chance encounter with Steve Engish led her into the world of latex and soon she became known as a fetish model who was regularly photographed and filmed in extreme rubber creations.
The new enthusiastic owners became regulars at art openings and book presentations by artists who were influenced by their clothes like Peter Czernich and Gernot. A new chapter for Demask had begun.
Louva brought a new creative input into the company and started a new classy and colorful latex couture line "a la Parisienne". In November 2011 they are organizing an impressive show at Wasteland, one of the longest running and largest fetish events in the Netherlands. They also organize several other spectacular shows at home and abroad; including the SubRosaDictum in Germany in 2012, 2013 and recently in 2014.
In 2012 they partnered with Vault Events to revive the infamous rubber event Europerve, which originally started in 1991. The party was a huge success and has grown in popularity ever since. This year's party will take place on September 9th at the Q-Factory in Amsterdam.
An interesting, little known fact is that Louva and Anton always appear in the Demask performances and sometimes even the mysterious rubber Gigi appears ... They are undisputed latex lovers and appreciate the material as well as the scene and the people who are a part of it . They always enjoy testing their products themselves before finally putting them into production.
Since the humble beginnings in the basement of the shop, Zeedijk innovation and quality have been at the heart of Demask products. As production has grown, each item is still handcrafted, either hand cut or pressed on an antique press that has traveled from its original home in Amsterdam to the current workshop in the Czech city of Ostrava.
In the early 1990s, the founder of Demask, Steve English used his technical skills to create the iconic paneled bonnet that has been largely imitated since then. A few years later, inflatable torpedo tits hit stores. Further collaborations have led to silky surfaces, face-sitting trousers and booty trousers. Demask has always risen to the challenge of creating something new. In fact, it's not uncommon to create bespoke clothes for people.
The raw materials come from the best possible sources. Our rubber comes from environmentally friendly fair trade plantations in Malaysia, where new techniques have resulted in the wood of the tree not being burned after the approximate 20-year life cycle of the rubber tree, but treated and used in the timber industry.