“We aren’t just selling clothes—we’re selling inspiration for the community. And young Vietnamese people are slowly learning how to embrace their style.”
Nguyen, a Montreal native whose family returned to Vietnam when he was a teenager, says he wanted to target a very specific gap in the market for mid-range and premium apparel brands, especially those rooted in streetwear. Thus far, there’ve been just a few high-end boutiques likeselling exclusively high-fashion brands like Givenchy and Saint Laurent.
“Nike produces tons of its shoes in Vietnam, but they don’t sell many styles here,” Nguyen explains. “It’s not fair for Vietnamese consumers to have to pay 20 to 40 percent more than everyone else. At our boutique, our goal is to always hit MSRP—sometimes we have to take a hit, but as we build our relationships, we can tighten up and cut down on shipping costs. We’re fighting an old mentality.”
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