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Streetwear store opens in HCMC

Released at: 16:54, 11/11/2019

Streetwear store opens in HCMC

Photo: InsideRetail Asia

"There Vnd Then" welcoming customers to downtown location.

by Doanh Doanh

A lifestyle concept store called “There Vnd Then” has been launched in downtown Ho Chi Minh City by two Vietnamese fashionistas.

Boule Nguyen, a successful clothing retailer in Canada, and Huy Dieu, an entrepreneur with a background in Germany’s creative-lifestyle industry, said they want to make “There Vnd Then” “a holistic lifestyle experience”, according to InsideRetail Asia.

They have converted four stories of a retail building on Nguyen Hue Street into a 2,800 sq m gallery-style retail environment featuring a curated collection of upmarket streetwear brands, a glass-encased barbershop, a frozen-yogurt cafe and a rooftop bar.

“There Vnd Then” (the Vnd is a play on words, pronounced “and” but using an inverted A in reference to the country’s currency, the Vietnam dong) soft launched a week ago after celebrity-studded opening celebrations that stretched over two days.

“There Vnd Then” stocks more than 70 brands of streetwear and limited-edition items, including Alyx Studios, Yeezy, Mastermind World, Gentle Monster, Heron Preston, DRKSHDW by Rick Owens, Adidas, Adidas’ Y-3, Palm Angels, and Stussy.

Customers also can get a professional styling at a unisex barbershop and enjoy different beverages at the black-and-pink-toned cafe called Blackyard.

Nguyen and Dieu say they want the store to become an inspirational place to connect and develop Saigon’s street-style community through a diversity of shared experiences, bridging the gap between Vietnamese youth and the world’s expanding cultural and fashion scenes.

“‘There Vnd Then’ is more than a retail project to me,” explained Dieu. “Coming back to Vietnam with the idea of being part of this fast-growing country and sharing things that I’ve learned in the Western world played a huge role in my decision. Being able to give something back to the land of my parents means a lot to me and is worth all the sweat, blood, passion, and tears we needed for this project.”

“There Vnd Then” is already planning a second location, to be unveiled in the first quarter of next year and part of a long-term vision “to place Vietnam on the world map of contemporary urban culture.”

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