Hanoi: As the Vietnamese fashion industry faces closures, brands like White Ant and F2 pivot towards sustainability and innovation. White Ant opens a new store in Ho Chi Minh City, while F2 introduces a unique fitting programme, both highlighting their commitment to growth amid challenges.
By the beginning of 2025, the Vietnamese fashion industry is experiencing a tumultuous period with numerous brands shuttering their stores and ceasing operations. Amidst this backdrop, the Hanoi-based brand White Ant has made a notable move by inaugurating its first store in Ho Chi Minh City, thereby defying the prevailing trend. The brand, which has been in continuous development since its establishment in 2006, recently garnered attention for its participation in the Celebrating Local Pride 8 fashion show, where it showcased its commitment to sustainable fashion through a themed collection titled “from the mountains to the sea.” This collection featured garments photographed across picturesque locations such as the Quy Nhon wind farm and Mooc Spring in Quang Binh, as well as Con Dao and Go Lao Waterfall.
White Ant’s founder and CEO, B?ch Cao C??ng, underscored the brand’s deliberate approach to growth, expressing that a more measured expansion strategy aligns with their commitment to sustainability. “Slow and steady, sustainable efforts will ultimately lead to success, so there’s no need to rush,” he stated. C??ng’s philosophy draws inspiration from his passion for mountain climbing, which he incorporates into his business ethos. With 16 retail stores in various cities including Ho Chi Minh City, C??ng noted that while the brand’s reach is modest, it is a reflection of their focused approach.
C??ng’s leadership has been pivotal, especially as the brand navigated significant challenges, particularly during the economic crises of 2008-2009 and the Covid-19 pandemic. Following the latter, White Ant adeptly leveraged online sales channels to maintain employee income stability and avoid losses.
Another brand, F2 – Fashion and Freedom, has also adjusted its strategy to thrive in the changed market landscape. Founded in 2014 and primarily targeting middle-aged consumers, F2 has recently pivoted from chasing fast fashion trends to embracing sustainable practices. According to the brand’s founder, Ph?m Ng?c Tây, “In difficulties, wisdom shines.” Recognising the need for innovation during the pandemic, F2 introduced a unique at-home fitting programme, allowing customers to try on designs before deciding on their purchases. This initiative reportedly saw a success rate of 92-95% in fulfilling orders, contributing to continued revenue stability during challenging times.
Prior to the pandemic, F2 operated 27 stores, but in response to the changing landscape, Tây streamlined operations to ensure sustainability and efficiency, now operating 11 stores across key cities including Ho Chi Minh City and Hanoi. The brand’s commitment to sustainable materials such as linen, silk, and cotton has redefined its product offerings, catering to modern, stylish office attire while prioritising environmental considerations.
Moreover, sustainable practices are at the forefront of both brands’ strategies. White Ant has committed to creating limited-edition products that are high-quality and exclusively sourced from natural materials, including buttons made from shells and accessories crafted from scrap fabric. While C??ng is realistic about the challenges ahead for Vietnamese fashion in 2025, he posits that developing export channels is essential for sustainable growth.
Conversely, Tây believes that the recent market “eliminations” will favour brands that can critically evaluate and innovate, highlighting that survival will depend on meeting evolving consumer needs effectively. The ongoing dedication to sustainability and innovation among these brands reflects a collective effort to adapt to inevitable change within the fashion landscape in Vietnam.
Source: Noah Wire Services
