On August 1, 2011, Anton, a former business partner at Demask, and his wife Louva, a famous French fetish model, took over the ownership of Demask from Steve English and made many changes in design and production. Anton originally did freelance wholesaling for Demask before joining the company in 2000 as Steve’s second-in-command. 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 living and working in Paris. A chance encounter with Steve English led her into the world of latex, and soon she became well known as a fetish model regularly photographed and filmed in extreme rubber creations. The new enthusiastic owners became regulars at art openings and book launches of artists influenced by their clothes, such as Peter Czernich and Gernot. A new chapter for Demask had begun.
