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New Saigon Concept Store There VND Then Launches Now

New Saigon Concept Store There VND Then Launches Now

There VND Then, an avant-garde four-level lifestyle concept store in Saigon, has officially launched at its new location at 99 Nguyen Hue St. in District 1, the city’s centre.

Founders Boule Nguyen and Huy Dieu officially launched their store at a press conference on Nov.1, followed by a Grand Opening party on Nov.2, with entertainment featuring some of Vietnam’s best-known artists.

Boule Nguyen

There VND Then’s mission is to bridge the gap between Vietnamese youth and the world’s expanding cultural and fashion scenes.

The first of its kind store aims to accomplish this through its multi-concept space in the heart of Saigon.

Boule Nguyen, a successful clothing operator from Canada, and Huy Dieu, an entrepreneur and expert in the creative-lifestyle industry in Germany, aim to make There VND Then a holistic lifestyle experience.

Huy Dieu

“There VND Then is not only a retail project to me,” says Dieu, on the launch of the project. “Coming back to Vietnam with the idea to be a 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.

“I want to thank my partners, family and friends, and of course the whole team, all of whom made this journey happen. I’m proud to say that the adventure has just begun. Welcome to the new era.”

The 2,800sqm space is comprised of four departments – boutique (clothing, sneakers, accessories, home goods), frozen yoghurt & dessert bar, barbershop, and rooftop bar.

There VND Then is the only place in Vietnam offering the range of international streetwear brands that it does.

Labels include Yeezy, Gentle Monster, Heron Preston, DRKSHDW by Rick Owens, Adidas, Stussy, with new ones planned to be continually added, with recent additions including Patta, Alexander Wang, Ader Error, Ambush, and A COLD WALL.

While There VND Then forges new ground in Vietnam with its extensive range of international streetwear brands, the downtown Saigon concept store also serves as a creative space for community collaborations and creative endeavours.

There VND Then is located at 99 Nguyen Hue St., District 1, HCMC

For more information about There VND Then, visit

Photos provided by There VND Then

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