In the third year of Sole Ex, plenty of local brands, resellers, retailers and fans of street-style gathered at Quan Ngua Stadium in Hanoi. Together they enjoyed the festive Sunday with quality clothes, shoes & accessories.
Did you know that Sole Ex was the original and first event for sneakers in Vietnam? Through the years, street culture has become more and more influential in Vietnam. This means that all avenues of the culture including streetwear, hip-hop, and sports need to be represented at the event. This is the reason why Sole Ex 2018 carried the message “NOT ONLY SHOES.” It is not only about sneaker culture but how sneakers have embedded themselves in our everyday life. This is the mindset that There VND Then can share.
There VND Then is the new cultural core of Vietnam. A whole new concept of retail and lifestyle in the heart of Saigon. In our first year participating in Sole Ex, we are so glad to see how much interest the youth had in out concept, especially our special booth that was a larger than life human vending machine. We offered a selection of brands including, 11 By BBS, Stussy, DRKSHDW, C2H4, Alyx Studio and more. These carefully-selected brands played a key role in our intention of showing the world a preview into the There VND Then concept store.
Moreover, There VND Then signature tote bags and stickers were available for anyone who signed up for There VND Then Newsletter. We also offered a limited edition football jersey exclusively for Solex 2018. The There VND Then x HNBMG Long Sleeve Football Jersey took elements from training jerseys worn by football players in cold or wet conditions. The mock turtleneck, thumbhole, and functional pullover hand cover provide added weather protection. This garment is a polyester and spandex blend, generally, used in performance sportswear, which allows greater breathability and quicker drying time for athletes. The numbers on the back of the jersey represent the GPS latitude and longitude coordinates for Ho Chi Minh City and Hanoi.
Complying to their message “NOT ONLY SHOES”, Sole Ex 2018 had a lot of exciting activities. One of our personal favorites, was a rap performance from Young B. The “Show Me The Money” rapper from Korea, had everyone’s heads nodding with his rhymes and flows. There were also performances by local artists such as Blacka, Ngot and Da Lab. We were also impressed by the largest 3 vs. 3 basketball tournament in Vietnam being held at Sole Ex 2018. Those handles and lay-ups by the capital’s best ballers were done smoothly and the sporting spirit set the court on fire.
In conclusion, we would like to give a very special thanks to our partner HNBMG, the best street culture magazine in Vietnam, for holding such an insane event and keeping the good times rolling throughout the years.