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Inside There VND Then: Unveiling Saigon's Cultural Hub and Concept Store

CEO Tinh Phung
An in-depth look at the groundbreaking project that is transforming Vietnam's fashion scene. A Cultural Hub Redefining Modern Living There VND Then on Nguyen Hue is more than just a concept store, barbershop, or frozen...

An in-depth look at the groundbreaking project that is transforming Vietnam's fashion scene.

Inside There VND Then

A Cultural Hub Redefining Modern Living

There VND Then on Nguyen Hue is more than just a concept store, barbershop, or frozen yogurt spot. It is a dynamic cultural hub that brings together art, fashion, music, and lifestyle in the most sophisticated way. This groundbreaking project is causing waves in Vietnam's fashion scene, attracting international attention like never before. As we step into the sneaker room surrounded by trendy kicks, we can't help but feel the hype.

Jimmy John Spicer, Boule Nguyen, and Mino Nguyen (From left to right: Jimmy John Spicer, Boule Nguyen, and Mino Nguyen)

The Making Of There VND Then

Their website modestly refers to it as "a concept store in the heart of Saigon," but stepping inside There VND Then feels like entering a whole new world. With sleek neo-industrial fittings, stylish staff, and a wide array of highly desirable streetwear brands, the store leaves a lasting impression. But let's start from the beginning, with the name. "There VND Then" is a tribute to Vietnam and the present time in its history, symbolizing the store as a hub for exchanging ideas, meeting up, and finding inspiration.

A view into the Barbershop

Backtracking to a decade ago, Boule Nguyen discovered the retail market's potential during his sneaker digging trips. This experience inspired him to open a store that would fill the gaps he identified. Fast forward to his trip to Vietnam and the concept for There VND Then is born. With his business partner Huy, Boule sets out to breathe life into this beautiful space and make the multifaceted vision a reality.

Blackyard And The Barbershop

Behind the iconic staircase lies Blackyard, a dessert shop offering mouthwatering shakes, lemonades, and their signature black frozen yogurt base. The recipes were carefully developed in Germany, including a vegan coconut version. As we sip on our Black Velvets, we make our way upstairs to the Barbershop. Here, Jimmy John Spicer reveals the connection between haircuts and fashion, emphasizing the importance of care in elevating the experience. When your barber genuinely cares about your appearance, it makes all the difference.

Jimmy John Spicer breaking down the barbershop experience

A Hub For Vietnamese Streetwear And Culture

While prices may seem prohibitive to some, Boule Nguyen firmly asserts that There VND Then aims to be inclusive, offering a dynamic exploration of both familiar and unexpected items that enhance everyday life. With a focus on injecting more local and international streetwear brands into their collection, the store plans to expand its range and cater to a broader audience. A visit to There VND Then should leave you thinking differently and inspired by the possibilities.

Boule Nguyen "Everything just came together. The store. The barbers. Blackyard." - Boule Nguyen

The Heights: Where Worlds Collide

Events play a significant role in shaping the There VND Then universe. Mino Nguyen, also known as Minoto, DJs in Berlin and is now bringing his expertise to Saigon. The rooftop space, aptly named The Heights, will serve as a platform for international and Vietnamese artists to collaborate, express, and create. By bridging the gap between these two worlds, There VND Then aims to foster a vibrant and dynamic cultural exchange.

Mino Nguyen "Our main purpose is to create a collaboration between both worlds - between international and Vietnamese artists." - Mino Nguyen

As we conclude our tour of There VND Then, we can't help but feel the energy and excitement that permeates every corner of this cultural hub. With its unique blend of fashion, art, lifestyle, and community, it's no wonder this groundbreaking project has become a true milestone for Vietnam's fashion scene.

Photos by Khooa Nguyen and Nam Tran Duy.

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