Turn a jacket from a big Western label inside out and read the tag. The brand name sits at the top, large and proud. “Made in Vietnam” often sits underneath in small type, as if the country were an afterthought. For decades that was the arrangement: Vietnamese hands, someone else’s name.
The more interesting story is happening on the other side of the label.
Vietnam’s top 10 fashion brands are the clothing, footwear and designer labels founded in Vietnam that lead their home market on presence, recognition and growth, ranging from state-rooted shirtmakers and family retailers to digital-first startups, streetwear and the runway.
How did we choose them? On market presence, recognition and growth: store networks, cultural visibility, investment and international exposure, as reported by the companies and the Vietnamese business press. This is a curated selection, not a numbered ranking, because no reliable brand-value league table exists for Vietnamese fashion. We have arranged it the way a wardrobe is built, from the shirt and shoes up to the statement piece.
Why do Vietnamese fashion brands matter if the factories already work for global labels?
Because the factory gets the smallest slice. A pair of jeans that sells for a hundred dollars under a Western name may cost a fraction of that to sew in Vietnam. The difference is the brand. Cheap and expensive labels can come off the same production lines.
The industry knows it. Vietnamese garment leaders have been urged to move from simple cut-and-sew contracts towards designing and selling under their own names.
Shoppers have been ready to meet them halfway. Among Ho Chi Minh City shoppers, national pride and perceived price both directly lift willingness to buy domestic clothing, while quality works mainly by shaping what people think a fair price is. In fashion terms: patriotism opens the door, but the brand still has to justify the price tag.
The ten names below have done that, in very different ways.
Việt Tiến: the shirt your father trusts
For many Vietnamese men, the wardrobe starts with a Việt Tiến shirt. The company began as a small private workshop with eight shareholders, about 65 sewing machines and a hundred or so workers. After 1975 it passed into state hands, and in May 1977 it took the name Viet Tien Garment Enterprise. It sits within Vinatex, the national textile group, and has exported to some 30 countries.
What makes Việt Tiến a brand rather than a factory is its portfolio. Alongside the core Viettien label it runs Viettien Smart Casual, San Sciaro, Manhattan, TT-up and Viet Long, each pitched at a different man and a different occasion. A house of brands in a single wardrobe.
The risk is obvious. A name that dads trust is not automatically one their sons want. The sub-brands are how Việt Tiến tries to have both.
May 10: the office uniform that grew up
May 10, Việt Tiến’s northern counterpart, has sold under its own name in Vietnam since 1992, long before “local brand” became a marketing phrase. It employs some 12,000 people, more than 300 of them designers, and its stores are built around premium office wear: blazers, shirts and dresses for the working week.
May 10’s own film presents its fashion label under the promise of class and quality, the positioning behind its premium office wear.
Its recent moves show a heritage maker learning to segment. Generos targets younger customers, DeTheia is a high-end women’s line, Eternity GrusZ sits alongside the core ranges, and an ECO line uses natural fibres such as silk and linen. Some ranges are designed with European and American buyers in mind.
It sells through Shopee, Tiki and Lazada as well as its own shops. A northern garment house, comfortable on a phone screen.
Biti’s: the sandal that learnt to run
Few Vietnamese brands have pulled off a revival like Biti’s. Founded in 1982 by Vưu Khải Thành and Lai Khiêm, it was the country’s sandal leader in the late 1980s and 1990s, a name generations of Vietnamese grew up with. By the mid-2010s it needed a younger image.
Enter Biti’s Hunter, a sneaker launched in 2016 that struggled for attention until Tết 2017. With a budget of around VND3 billion, the second generation of the family, led by Vưu Lệ Quyên and Vưu Lệ Minh, placed the shoe in two music videos: Sơn Tùng M-TP’s “Lạc Trôi” and Soobin Hoàng Sơn’s “Đi Để Trở Về”. They added an army of micro-influencers with only a few thousand followers each.
The campaign is still cited as the moment an old family name found a young audience. It also proved a point global sneaker giants sometimes forget. When a shoe is personal, young buyers will pick a local brand that speaks their language.
Biti’s Hunter Street turns city pride into sneaker marketing, the same local-first instinct that revived the brand.
IVY moda: the office goes to New York
IVY moda is where many Vietnamese women go for polished office wear and evening dresses, and its network of more than 70 stores makes it one of the most visible womenswear labels in the country. Founded in 2005, it marked its twentieth year with an international debut at New York Fashion Week, showing its Spring/Summer 2026 collection.
IVY moda’s own runway film for its Fall/Winter 2019 show, Step Out, shows the polished office-to-evening look behind the label.
The collection, led by designer Nguyễn Lê Thục Vy, kept to minimalist black, white and neutral tones and wove in subtle elements of the áo dài. That is smart positioning. Rather than imitate Western minimalism, IVY moda used a Vietnamese reference as its signature: quiet enough for a global buyer to appreciate, clear enough for a Vietnamese customer to feel proud.
Elise: the brand Japanese investors wanted
Elise was founded in 2011 and built its business on women aged 20 to 45, keeping design, manufacturing and retail in-house. By 2019 it had 95 stores across Vietnam, and that February the Japanese investment firm Advantage Partners bought the company, its first acquisition in the country.
Elise’s Fall–Winter 2025 show, The Reflection, presents the womenswear the brand designs, makes and sells in-house.
The deal came two years after Japan’s Stripe International bought the apparel business of the Vietnamese fashion group NEM. Together they tell a story foreign shoppers rarely hear: Vietnamese fashion brands have become assets worth buying, not just factories worth hiring.
The buyer pointed to Elise’s product quality, ethical manufacturing and market position. That is what a brand looks like on a balance sheet.
Canifa: dressing the whole family
Canifa has made the family its positioning. Its slogan, “Khoác lên niềm vui gia đình Việt”, roughly “wrapping Vietnamese families in joy”, says exactly who it is for: parents buying for themselves and their children in a single trip.
Canifa’s "Giá tốt Canifa – niềm vui giá trị" film ties good prices to joy, echoing the family-friendly promise of its slogan.
That might sound modest beside a New York runway. It is not. In a market where international chains compete hard for the basics, owning the family occasion is a defensible idea, and Canifa backs it with practical promises such as free returns at its stores within 30 days.
Picture a mother in Hải Phòng kitting out three children before Tết. She is not looking for drama. She wants a brand she does not have to think about. Canifa wants to be that brand.
Coolmate: menswear for the online generation
Coolmate was founded in 2019 by Phạm Chí Nhu as an online-first, direct-to-consumer menswear brand. Its range is the unglamorous stuff men actually wear every day: activewear, casualwear and underwear. Its promise is a 60-day, no-questions-asked return policy.
A Coolmate new-arrival film for its Coolmate Active for Women range, carrying the line "Better with us".
In late 2024 it raised US$6 million in a Series B round led by Vertex Ventures Southeast Asia and India, bringing total funding to US$11 million. At the time it planned to test the American market through Amazon, explore Thailand and pilot physical stores at home.
Coolmate’s lesson is that in fashion, a frictionless service can be as distinctive as a print. Men who hate shopping stay loyal to the brand that makes it painless.
DirtyCoins: streetwear with a Vietnamese accent
DirtyCoins started in 2017 as a small label founded by Khoa Xian, a Gen Z entrepreneur who wanted young people raised on hip hop and street art to dress well. Hoodies, T-shirts, outerwear and accessories make up the range, with designs that mix Asian and European references.
It has won a most-loved young fashion brand award three years running, and in December 2025 it launched a collaboration with The Rolling Stones in Ho Chi Minh City. A Vietnamese streetwear label sharing a tag with one of rock’s most famous logos would have sounded unlikely ten years ago. It shows how far the local scene has come, and the cultural confidence young buyers now expect from their labels.
La Pham: luxury from leaves and silk
At the top of the wardrobe sits the designer tier. La Pham, founded by Phạm Ngọc Anh, is a high-end label built around sustainable materials from Vietnam: northern and southern silks, green ramie and hemp, with experiments in pandan leaf fibre. It has shown at fashion weeks in London, Paris and New York and keeps a showroom in Hanoi.
La Pham matters because it reframes “Made in Vietnam”. Instead of signalling low cost, the phrase becomes a statement about craft, material and place. That is the hardest piece of branding any manufacturing nation can attempt. Also the most valuable.
Phan Đăng Hoàng: the painter in Milan
Our final pick is a designer whose name is the brand. Phan Đăng Hoàng began as a portrait painter and spent years studying and working in Milan, and by 2025 he had shown at Milan Fashion Week for five consecutive seasons. His Ceramics collection drew on the silk paintings of the late Vietnamese artist Nguyễn Phan Chánh.
Designer labels rarely sell at the scale of a Việt Tiến or a Canifa. They do something else: they change what the world thinks a Vietnamese fashion brand can be. Every mass-market label on this list benefits when Milan takes a Vietnamese designer seriously.
What do Vietnam’s top fashion brands have in common?
Read across the ten and some patterns emerge.
Heritage needs a second act. Việt Tiến, May 10 and Biti’s all had decades of trust, and each had to build sub-brands, new lines or new campaigns to stay relevant to younger buyers. Trust is a starting point, not a strategy.
Vietnamese references beat imitation. IVY moda’s áo dài details, La Pham’s ramie and pandan, Phan Đăng Hoàng’s silk paintings and DirtyCoins’ fusion of Asian and street culture all win by being unmistakably from somewhere. The labels that look most like Zara have the hardest time standing out from Zara.
Investors are watching. The Japanese purchases of Elise and NEM’s apparel arm, and Coolmate’s venture funding, show that Vietnamese fashion brands are now valued as brands. For a country used to being the “Made in” line, that is a meaningful shift.
Can a Vietnamese fashion brand go global?
Will Vietnam follow the path from making other people’s products to selling its own? The evidence so far is mixed but encouraging. IVY moda has walked in New York, La Pham and Phan Đăng Hoàng show in Europe, and Coolmate set out to test American shoppers online.
The bigger obstacle is not quality. Vietnamese factories already produce for some of the world’s best-known labels. It is brand-building: the patient, expensive work of becoming a name people choose rather than a place that makes things.
For Singapore and regional companies working with Vietnamese partners, that gap is also an opportunity.
Before you go
What is the biggest fashion brand in Vietnam?
There is no published league table, but heritage makers such as Việt Tiến and May 10 have the longest-established national presence, while IVY moda, Elise and Canifa are among the most visible retail chains.
Which Vietnamese fashion brand has shown at New York Fashion Week?
IVY moda made its international debut at New York Fashion Week with its Spring/Summer 2026 collection, marking the brand’s twentieth anniversary. The sustainable label La Pham has also shown in New York, London and Paris.
How did Biti’s Hunter become popular?
Biti’s placed its Hunter sneaker in music videos by Sơn Tùng M-TP and Soobin Hoàng Sơn during Tết 2017, backed by micro-influencers, on a budget of about VND3 billion. The campaign repositioned a 1980s sandal brand for young Vietnamese buyers.
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