HOWS®

HOWS® is a contemporary menswear boutique on Tôn Thất Thiệp, District 1, Ho Chi Minh City, that designs minimalist street-inspired apparel. The brand produces original clothing collections for men and unisex wearers. The shop occupies room 46 on the second floor of the 42 Tôn Thất Thiệp apartment building. This vintage residential block houses numerous independent fashion studios and artisan coffee shops.

The retail floor displays seasonal garments across clean steel clothing racks. The collection centers on structured silhouettes, boxy cuts, and neutral color palettes. Signature offerings include tailored blazers, oversized cotton shirts, relaxed cargo trousers, and wool jackets. The shop also sells casual staples like heavyweight jersey tees, relaxed shorts, and knitted polo shirts. In addition to garments, HOWS® stocks leather tote bags, utility belts, and embroidered logo caps.

The interior features an industrial minimalist design with bare concrete textures and muted lighting. Full-length mirrors and fitting cubicles line the perimeter of the room. Staff members replenish stock and assist shoppers with sizing selections throughout the day. Price points generally fall within the mid-range bracket for Vietnamese independent designer labels.

The brand launched in Saigon to supply locally crafted urban wear. HOWS® operates this flagship apartment showroom alongside a satellite outlet at The New Playground in Vincom Center. The shop sits within walking distance of Nguyễn Huệ walking street and the Saigon Opera House. It remains a fixture in the local fashion district of central Saigon.