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Story THU HOA, NAM THI
Photos INTERVIEWEES
This month, Heritage Fashion meets Vietnamese fashion industry leaders who are making a green impact with environmental causes and sustainable business practices.
Miss Universe H’hen Niê
Hello H’hen Niê. Could you share your feelings about being featured on the cover of this month’s issue of Heritage Fashion focusing on sustainable nature?
Hello, Heritage Fashion readers. I’m very pleased to be on the cover of the magazine, especially in a theme that aligns with many of my ongoing projects. I often jokingly say that I’ve been friends with plants since I was little, so wherever I go, I have a special affection for nature. Especially when I have the opportunity to be in the forest, it feels like I’m recharging with a lot of energy. Working on environmental projects, I’ve grown to love and understand more about the values that nature brings to humans.
Last year, you received recognition for environmental activities. Could you share more about what you’ve accomplished?
I participated in tree-planting trips and coastal cleanup activities. I also advocated for using fabric bags instead of plastic and avoiding the use of plastic cups. In 2023, I fulfilled my promise to plant five hectares of forest to commemorate five years since I was crowned Miss Universe. To accomplish this project, I had the support of many donors, friends and my audience. I’m happy because people support environmental protection activities.
How do you balance these efforts with working in the fashion industry, which has a significant environmental impact?
Fashion nowadays is diverse, and designers are gradually shifting towards sustainable fashion, using environmentally friendly materials or recycling from old items. Personally, I like to reuse old clothes and mix various styles. It would be such a waste for a beautiful outfit to be worn only once, so I find ways to “transform” it for repeated use. Additionally, I promote the culture of my homeland through traditional brocade fabrics. Artisans put a lot of effort into weaving, so I appreciate and want to spread the pride of my homeland’s traditional fabrics.
As this issue is released, you’re still a contestant of the reality competition show “Sisters Who Make Waves.” How do you think you’ve changed along the way?
I’ve changed a lot. Singing and dancing were fields I started from scratch, so I continue to learn. The pressure from each round of performances has pushed me to strive harder, not only for myself but also for the affection of the audience. Since joining the program, my biological clock has been completely disrupted, but I feel happy. It’s like going back to the age of 18 or 19, being determined and not getting discouraged by difficulties. This is an opportunity for me to relive my youth and explore new challenges after turning 30.
In the future, will you pursue a career in other artistic fields, or will you continue as a model/ beauty queen?
I’m constantly challenging myself every day. Recently, I’ve acted in movies, hosted reality TV shows, judged beauty contests, trained models and participated in singing and dancing competitions. Whatever the job, I always give my best and put my heart into it. Of course, not every field I try is successful, and feedback helps me realize my shortcomings.
I would like to express my gratitude to the audience for being understanding, loving and caring. Regardless of the field, being a beauty queen is my responsibility, and I will continue to carry out projects for the community.
Thank you for sharing. Wishing you good health and success in 2024!
Fashion designer Vu Thao
Hello, Vu Thao. How did you develop such a strong connection with nature?
I was born in Thai Binh, a place with calm water, boats, deep rivers and rice fields. The first connection with nature for me was probably through hands: my grandmother’s hands knitting fishing nets, my mother’s hands weaving clothes, and the hands of the weavers in the neighborhood. The transformation of raw, natural materials like hemp, wool and cotton through skillful and talented hands seemed like magic in the eyes of a child. Later, I founded the brand KILOMET109 in 2012. From the beginning, I focused entirely on collaborating with local artisans to create locally sourced products.
Sustainable fashion undoubtedly requires a sustainable journey. Is supporting local craft villages a way to establish sustainability from the source?
Sustainable fashion is a relatively new concept coined by Western countries for handmade fashion, natural materials and cultural heritage to distinguish it from mass production. In Vietnam, it has existed for generations, even though it hasn’t been named “sustainable.” I can only consider myself someone who has found a way to continue the journey of those who came before me. The allure of traditional crafting methods lies not only in the beauty of the final product but also in the process of creating it. Moreover, localizing resources from raw materials to labor effectively supports the preservation of local plant diversity and cultural diversity.
Consumer fashion is the result of the interaction between two factors: customers wanting to change styles constantly, and brands using cheap and fast production methods. This creates a huge amount of waste. How, as a brand, do you contribute to breaking this cycle?
I think, at this moment, customers are exerting significant pressure on fashion suppliers. Consumers have a stronger voice than manufacturers. Their choices are not solely based on superficial values such as flashy advertising or trending styles but are also evaluated based on the contribution to society and the environment.
In my opinion, designers can intervene in the harmful fashion cycle through the choice of eco-friendly materials, such as biodegradable or recycled materials, to extend product lifespan. Produce just enough, or minimize waste in the production chain by applying zero-waste design processes, using solar energy and circular energy. My brand always strives to make the entire process green, from 100% natural raw materials to natural dyeing, handmade processing and local production. We also make efforts to improve livelihoods for local people, preserving traditions through innovation and contributing to building a diverse cultural image of Vietnam. We aim to tell a genuine sustainability story from various perspectives.
The cost of sustainable fashion products is often seen as prohibitively high. People say, “you need money to afford sustainability.” How do you address this?
The market for sustainable fashion is still emerging, and it does face the challenge of consumer stereotypes. Sustainable fashion is not about luxurious items exclusively catering to the wealthy. The issue lies in the difference between impulsive shopping habits and selective choices. We’ve become accustomed to fast and cheap, so the transition to slow and quality requires an internal and synchronized shift. In Vietnam, I am currently observing various sustainable fashion models that cater to diverse needs and target audiences. Consumers just need the willingness to search for products that fit their budget.
It’s been 12 years since KILOMET109 was established. What are the goals for your sustainability journey in the coming years?
We always aspire to introduce new faces of artisans, new craft villages and new materials through our collections. Expanding the network for creative collaboration remains our top priority. Additionally, we actively promote interdisciplinary projects involving organizations, schools, designers and artists in various fields to collectively tell a larger story about creativity, culture, and sustainable development.
Thank you so much. We wish you good health and success!
CEO Do Viet Anh
Hello, Do Viet Anh. Could you share your journey into the fashion business?
My entry into the fashion business stems from my passion for skateboarding. In the early 2000s, my brother, Do Viet Hung, who later became the co-founder of BOO, and I returned to Vietnam from the Czech Republic. We belonged to the first generation of skateboarders in Hanoi, contributing to the emergence of a skateboarding subculture in Vietnam at that time. The skateboarding community had a unique and expressive style, manifested through images on decks and clothing. Inspired by this, my brother and I decided to open a shop selling skateboarding gear to meet the needs of ourselves and our friends. The result of this passion was the establishment of the first BOO Skate Shop in 2003.
Despite not having formal training in business or fashion, you courageously ventured into sustainable fashion. What motivated you to challenge yourself in this difficult field?
Throughout the 20-year journey of building and developing the business, I have always upheld a spirit of “Dare to do – Dare to try.” When starting the store, I could already see the initial successes, albeit small, and believed that I could do better and contribute significant values to society. Therefore, I have always set goals and milestones to make my company more eco-friendly and sustainable.
Your Turn Off the Lights, Turn On Ideas event has become an inspiring environmental initiative. How did you develop this activity?
After a year in business, I had a customer base consisting of young people with distinct personalities and open minds. I wondered, “Why not create an impact on my customers, these young people full of enthusiasm and creativity?” That’s when our store began hanging posters on the door conveying messages about environmental protection, wildlife conservation and programs to change shopping bag habits.
After some time, I felt that my impact was still too small. I wanted to spread the environmental message to even more people. This led to the creation of the Turn Off the Lights, Turn On Ideas project in response to Earth Hour in 2009. Over 15 years, this initiative has consistently maintained important touchpoints: youth, businesses, celebrities and influential organizations. By connecting these touchpoints, we can undoubtedly amplify messages and actions regarding environmental protection throughout society.
Not many fashion companies pursue sustainable fashion due to cost concerns. In your opinion, what should be done to encourage more entities to adopt greener business models?
The key is for businesses to determine what they will gain from “greening” their operations. They will find that the costs of implementing sustainable practices are not excessively high. For us, sustainability is part of our DNA. After the challenging initial period, we now receive considerable attention from the media, environmental organizations and customers. Our slogan has always been: “Small actions every day, change the Earth.”
How does your company aim to make consumers more conscious of environmental protection and the use of recycled products?
We approach this through Key Opinion Leaders (KOLs) or partnerships with businesses. I believe this is a slow but sure approach. Beyond the Turn Off the Lights, Turn On Ideas initiative, within our store, BOO actively encourages customers to change their shopping habits, guiding them towards a more “green” consumer approach. Recently, our 2000 Shades of Green program aims to have customers refuse plastic bags, and if they do, we contribute VND2000 to the wildlife conservation fund on their behalf. I believe that small and practical steps like these will undoubtedly lead to significant changes.
Thank you, Viet Anh. We wish you and your business continued success and growth!
