The only trend growing faster in District 1 than milk tea stores is the growing retail footprint of both global and local fashion brands. In the fall of 2017, we welcome not one but three global players, Stradivarius, Pull&Bear and H&M to Vietnam’s retail scene. Despite the growing competition, it hasn’t hurt local well-known names like Libe and Dottie as local retail brands expand their own retail presence to cover other districts throughout Ho Chi Minh City.

In any case, millennial tastes still favor the local players for now. Here are Vietcetera’s top picks for contemporary designs and accessories, where you could find staple pieces to add to your daily wardrobe yet still look chic and timeless.


Row of new arrival

A post shared by WEPHOBIA (@wephobiastudio) on

Founded by Daisy Nguyen Bao and Ma Nguyen in 2012, WEPHOBIA offers contemporary clothing for both men and women. Taking inspiration from Scandinavian styles, WEPHOBIA is one of the few Vietnamese brands that has maintained consistency in their design philosophy. Mainly focusing on minimal cuts with a trendy twist in details, WEPHOBIA uses a neutral color palette for their clothes.

Wephobia Men

Take a look at their summer collection, where they feature Mandarin collar shirts or the timeless boxy silhouette. There’s also the sleeveless trench coat. Any item from this collection could be a staple piece in your daily wardrobe if you’re searching for formal clothes with a breath of modernity. One of the best sellers is the chemise with extra large sleeves or the Edwardian collar.

Location: 92 Ham Nghi, Ben Nghe, D.1, Ho Chi Minh City.

Subtle and Simple

A Hanoian brand, having recently arrived in Saigon just in time to be named in this list, daring owners Thuy Giang Le & Nhat Viet, are the masters of blending contemporary art into women’s clothing. Every piece from Subtle and Simple is a masterpiece of pattern cutting techniques, draping and bias binding.

Subtle and Simple Fashion Brand

As complicated as it sounds, their ruffle blouse still functions well with a pair of jeans and a single dress itself is already a statement. Visit their new space in Saigon, you’ll be impressed by its design. It’s a place where shopping can become a trip to the art gallery. Or if you’re too busy, go check out their art magazine-like editorials on Facebook.

Location: 34 Dang Thi Nhu, Nguyen Thai Binh, D.1, Ho Chi Minh City.


Born in May 2017, RUSTEA, stands for ‘Rustic’ & ‘Tea’, is a message from the countryside to the urban millennials living a busy life to ’slow down a little and come back to the inner values’. In the spirit of minimalism, attention is dedicated to organic materials, linen and cotton.

Rustea Fashion Brand

After the first collection with linen’s natural shades: ivory, tan and grey, the August collection, WHISPER, is a range filled with colors: yellow, green, military green and orange. Rough linen has never been this charming. Besides clothing for men and women, they also stock rustic accessories: leaf hats, canvas tote bags, straw flip flops and yes, at RUSTEA, you can even find tea.

Location: 49 Cach Mang Thang Tam, Ben Nghe, D.1, Ho Chi Minh City.

Highway Menswear

Highway Menswear, founded by the real biker Classic Nguyen, is an affordable clothing and accessories line for men, especially motorcycle enthusiasts. Visit their store on the first floor of apartment number 40E right next to Nguyen Hue walking street, you’ll notice the contrast between the old architecture of the building and the modern minimalist indoor space of Highway.

Highway Menswear

At Highway, a biker can easily spot some good deals: leather boots, jackets and ripped jeans; and if you’re not a part of that culture, there are still many other things for you. Check out their linen mandarin collar shirts, plain t-shirts, and leather strappy sandals. And girls, try a guy’s shirt or tee in large size, the loose shape is comfy enough for a lazy day.

Location: Room 107, Floor 1, 40E Ngo Duc Ke, D.1, Ho Chi Minh City.


Floralpunk strongly reflects its owner’s aesthetic, famed YouTuber and fashionista Julia Doan, who’s usually spotted in black and white outfits. Jewelry is also a must for her. First launched as a jewelry shop, Floralpunk has everything needed to complete a look: jewelry, shoes, bags and sunglasses.


You can always bring home something that speaks to your personality: statement earrings for elegant girls and minimal pairs for the edgy. If you’re in doubt or hunting for a gift for your best girlfriend, ask for advice from the staff. They’re super friendly.

Location: 29 Dang Thi Nhu, Nguyen Thai Binh, D.1, Ho Chi Minh City.