'Pick up, put down' choose fashion brand name

Not many designers use their own name as their brand name anymore because of the risk. The current trend of naming brands in the Vietnamese fashion industry reflects the founder's vision.

Vietnamese fashion has many famous brands associated with the real names of designers such as Thuy Nguyen, Phuong My, Truong Thanh Hai, Le Lam, Le Thanh Hoa, Do Manh Cuong, Lam Gia Khang... However, this trend is gradually declining due to many hidden negative aspects. The most obvious example is the "shock" that happened in July, when a designer got into trouble with the law, his brand also suffered significant damage.

Customers shop at The Blue Tshirt's new store in Ho Chi Minh City

Photo: NVCC

From another perspective, many founders have gone one step ahead in naming their brands. Designer Ha Thanh Viet said it took him a long time, "lifting up and putting down" many times to choose the name White Plan for his first fashion brand. In the 6 years since its establishment, the brand has maintained its design mark with white as the main color. Separating the brand name and the personal name helps the founder develop the brand in parallel in other segments. Ha Thanh Viet has a brand for young people called Ar Mous and a brand named after himself specializing in elaborate clothing, mainly handmade.

In 2018, Lam Gia Khang was considered reckless when he abandoned the growing brand name LAM GIA KHANG to establish Gia Studios. The designer shared that the brand's success came at the expense of his personal life. The journey of developing his "brainchild" made him change his perspective and courageously return to the starting line. The new name represents the upgrade and maturity of the founder himself, his creative philosophy and his products. He did not want the brand to grow old with him, so he put aside his "ego" so that at some point he could hand over the design responsibility to someone else.

Currently, Gia Studios is one of the new names representing Vietnamese fashion both domestically and internationally. The brand has grown to be able to open short-term stores in Paris (France), Shanghai (China)..., loved by customers in Japan, Korea and the Middle East. After the spacious store in Hanoi , the brand is preparing to open a large showroom in Ho Chi Minh City.

Meanwhile, stylist Kim Tuyen is one of the founders who chose a different direction from the beginning. In 2013, she chose the name The Blue Tshirt for her fashion brand, inspired by the blue T-shirt - an essential item used by everyone every day. On the occasion of its recent 12th anniversary, the brand renewed its identity by opening a store with a green space, spreading the message of sustainability through its main products such as jeans, shirts... which are produced transparently and of high quality... Kim Tuyen said she had tried many turns but finally realized that the right direction was the original goal - which is the name of the brand. She decided to focus on basic clothing lines, improve quality and only create based on her own strengths.

Source: https://thanhnien.vn/nang-len-dat-xuong-chon-ten-thuong-hieu-thoi-trang-185250908225936663.htm