ORIGIN: SAIGON

Where our story begins.

Underground by ISY began with a simple belief — some of the most exciting independent fashion brands deserve to be discovered beyond their home city.

Before launching the platform, we travelled to Ho Chi Minh City to meet the people behind the brands, understand their creative process and document the city that continues to inspire them.

Origin: Saigon became our first campaign. More than a collection of images, it marks the beginning of Underground by ISY and the relationships that continue to shape our platform today.

THE CAMPAIGN
Watch the full film.

SHOP THE LOOK

Featured Brand

LINISS

Fantasy Collection

Sculptural womenswear redefining modern femininity through precise tailoring and architectural silhouettes.

Featured in this look

Gretchen Top Gretchen Top $180 Devon Mini Skirt Devon Mini Skirt $180
Shop LINISS

Featured Brand

RIPOFFF

Street style meets Vietnamese urban energy.

Featured in this look

Varsity Bomber Jacket Khaki Varsity Bomber Jacket Khaki $150 Basic Khaki Jacket Basic Khaki Jacket $100 Khaki Jorts Khaki Jorts $80
Shop RIPOFFF

Featured Brand

RVB

Modern graphics meets street culture.

Featured in this look

Shinka Core Denim Jacket Boxy Blue Shinka Core Denim Jacket Boxy Blue $180 Shinka Core Denim Jorts Wide Leg Blue Shinka Core Denim Jorts Wide Leg Blue $120
SHOP RVB

Featured Brand

TATICHU

MAP Collection

Conceptual fashion exploring avant-garde silhouettes and experimental construction.

Featured in this look

Map High Neck Crop Jacket Black Map High Neck Crop Jacket Black $280 Mother Printed Camisole Fitted Mother Printed Camisole Fitted $80 Map Printed Micro Shorts Smoke Map Printed Micro Shorts Smoke $100
SHOP TATICHU

Featured Brand

LSOUL

Bold, body-conscious womenswear for women who command attention.

Featured in this look

Uzi Top Uzi Top $150 Polina Skirt Polina Skirt $120
SHOP LSOUL

Featured Brand

DEVOTUS

Avant-garde streetwear blending experimental silhouettes with graphic-driven storytelling.

Featured in this look

Headshot Cap Headshot Cap $60 Layerscript Boxy Longsleeve Layerscript Boxy Longsleeve $100 DVT Cargo Shorts Blue DVT Cargo Shorts Blue $100
SHOP DEVOTUS

Featured Brand

LINISS • RVB

Featured in this look

Naked Corset Naked Corset $220 Double Pants Double Pants $120 Outspace Jacket Outspace Jacket $220 Jiyu Liberty Boxy Shirt Beige Jiyu Liberty Boxy Shirt Beige $100 Voyage Oversized Jeans Voyage Oversized Jeans $160
SHOP ALL

Featured Brand

PARADISE 4 SAIGON

Graphic-driven streetwear documenting Saigon's youth culture.

Featured in this look

Classic Logo Hoodie Classic Logo Hoodie $180 Holy Nuoc Mam Holy Nuoc Mam $90 Shinka Drift Oversized Pants Beige Shinka Drift Oversized Pants Beige $150
SHOP PARADISE

Featured Brand

LSOUL

Bold, body-conscious womenswear for women who command attention.

Featured in this look

Yeri Dress Yeri Dress $360 Jeana Top Jeana Top $120 Enal Skirt Enal Skirt $150
SHOP LSOUL

Featured Brand

DEVOTUS

Avant-garde streetwear blending experimental silhouettes with graphic-driven storytelling.

Featured in this look

Star Wash Boxy T-Shirt Star Wash Boxy T-Shirt $60 Widepants Baggy Sweatpants Grey Widepants Baggy Sweatpants Grey $98
SHOP DEVOTUS

Featured Brand

RIPOFFF

Street style meets Vietnamese urban energy.

Featured in this look

Ttp Plaid Shirt Ttp Plaid Shirt $80 Ripofff 09 Logo Sweatpants Ripofff 09 Logo Sweatpants $80
SHOP RIPOFFF

Featured Brand

RIPOFFF • TATICHU

Featured in this look

Headshot Cap Headshot Cap $60 Bong Gradient Shoulder Crop Top Bong Gradient Shoulder Crop Top $100 Bong 2 In 1 Mini Skirt Hoodie Bong 2 In 1 Mini Skirt Hoodie $260 Timeless Washed Zipped Hoodie Timeless Washed Zipped Hoodie $120 Legacy T-Shirt Legacy T-Shirt $60 Wide Leg Striped Pants Wide Leg Striped Pants $80
SHOP ALL

Featured Brand

DEVOTUS

Avant-garde streetwear blending experimental silhouettes with graphic-driven storytelling.

Featured in this look

Jersey Mesh Boxy Red Jersey Mesh Boxy Red $60 Fade Baggy Shorts Fade Baggy Shorts $100 Blackout Pants Baggy Jeans Blackout Pants Baggy Jeans $150
SHOP DEVOTUS

Featured Brand

PARADISE 4 SAIGON

Graphic-driven streetwear documenting Saigon's youth culture.

Featured in this look

Danky Crew Jersey Danky Crew Jersey $110 Mi Ga Fc Jersey Mi Ga Fc Jersey $150 Reversible World Dragon Jacket Reversible World Dragon Jacket $220
SHOP PARADISE

Featured Brand

RVB

Modern graphics meets street culture.

Featured in this look

Headshot Cap Headshot Cap $60 Celestial Core Tank Top Celestial Core Tank Top $60 Shinka Shift Boxy Hoodie Zip Smoke Shinka Shift Boxy Hoodie Zip Smoke $150 Jiyu Liberty Boxy Shirt Beige Jiyu Liberty Boxy Shirt Beige $100
SHOP RVB

Featured Brand

LINISS

Sculptural womenswear redefining modern femininity through precise tailoring and architectural silhouettes.

Featured in this look

Noir Top Noir Top $80 Moon Skirt Moon Skirt $80
SHOP LINISS

FROM THE STREETS OF SAIGON

Some stories were never part of the campaign.

Explore Saigon through our disposable camera.

Explore Archive 001 →