At The Friday Morning #131, Tubudd welcomed Mr. Đỗ Việt Anh, Founder of BOO. From a 20m² skate shop in 2003 to one of Vietnam’s most iconic streetwear brands, he shared a story of resilience, love for home, and the belief that in business, emotion itself is the product.
A Youth Abroad and the Longing for Home
A Youth Abroad and the Longing for Home
Mr. Đỗ Việt Anh began his story with his formative years spent abroad. Between 1990 and 2001, he and his younger brother lived in the Czech Republic. Those years shaped his discipline, mindset, and worldview, everything had to be precise, orderly, and adapted to a culture not his own.
But amidst the structured life abroad, something was missing: the feeling of belonging. In ten years, he only returned to Vietnam three times. The first time was after five long years. Each return sparked the same realization: this is home, this is where I truly belong.
He recalled that while life overseas required constant adaptation, Vietnam offered a deep sense of comfort. “Here is the place I will never leave,” he said. That love for his homeland planted the seed of a mission: to build something meaningful, something proudly Vietnamese.
The Birth of BOO in a 20m² Skate Shop
The Birth of BOO in a 20m² Skate Shop
In 2003, passion took form. Obsessed with skateboarding, a sport nearly unknown in Vietnam at the time, he decided to open a small store near Hanoi-Amsterdam High School. It was just 20 square meters, but it became the birthplace of BOO.
Originally called Bamboo, the shop was painted black by his own hands. The signboard was nothing more than army fabric stretched on steel wires. After a week, “Bamboo” was shortened to BOO, a nod to the buffalo in Vietnam’s rice fields and an emblem of youthful energy.
The shop quickly caught fire among high schoolers and skaters. BOO wasn’t just a store, it became a cultural hub. Located in a “cool” neighborhood and buzzing with authenticity, BOO spread by word of mouth and created its first loyal community.
More Than Clothes: Why Emotion is the True Product
From the very beginning, BOO was never just about T-shirts or hoodies. It was about feeling. Customers didn’t just buy apparel—they bought into pride, identity, and belonging.
“Emotion is the product,” Viet Anh emphasized. Every collection carried a piece of passion, rebellion, and optimism of a generation. That emotional bond explains why BOO resonated so strongly with Millennials, who saw themselves reflected in its designs and attitude.
Doing Things Differently: From Skater Culture to DC Comics
Doing Things Differently: From Skater Culture to DC Comics
What made BOO stand out was its instinct to be different. While most local brands followed familiar paths, BOO sought collaborations that set it apart. A highlight was working with DC Comics, bringing superheroes into Vietnam’s streetwear scene.
But Viet Anh’s proudest initiatives weren’t tied to licensing deals—they were about social impact. In 2009, when environmental awareness was far from mainstream in Vietnam, BOO launched campaigns with small posters urging people to protect the streets. “We didn’t do it for branding,” he explained. “We did it because we believed we could influence people in a positive way.”
BOO became a cultural icon for Millennials. It represented authenticity, energy, and the confidence of a new Vietnam. But when Gen Z came of age, the brand faced its first real struggle.
For years, BOO relied on data about past performance, assuming what worked for Millennials would work for the next generation. That overconfidence proved costly. Gen Z gravitated to newer local brands—brands that, despite poor quality, captured attention with creativity and bold visuals.
Meanwhile, BOO fell into the trap of being the “older brother,” assuming its reputation was enough. Popularity declined, and for the first time, the brand felt what it meant to miss a generation.
The Harsh Reality of Crisis and the Impact of COVID-19
At its peak, BOO expanded to more than 40 stores across Vietnam. But then came COVID-19. As the world shut down, the brand’s overextension turned into its biggest vulnerability.
Within two years, BOO shrank from 43 stores to just 13. Office staff was reduced from 120 to 45. For Viet Anh, this was the hardest period in the company’s history, “the biggest loss BOO has ever faced.”
To survive, the team cut everything they could, focusing on online transformation. “Saving the company was saving the legacy,” he shared. For many loyal fans, BOO wasn’t just a brand but part of their youth, and losing it would have been a collective regret.
A Fragile Recovery and the Road Ahead
Despite the turmoil, recent signs are hopeful. The first half of the year showed progress: losses decreased, and for three consecutive months, BOO even turned a profit. The upcoming autumn-winter season—a traditionally strong period—will be a decisive challenge.
Yet, the scars of the past remain. Investors are cautious, trust is fragile, and the company still feels like it’s “just recovering from an illness.” But Viet Anh’s determination is clear: BOO must endure, not only for himself but for the cultural legacy it represents.
Listening to Viet Anh at The Friday Morning #131, one message stood out above all: business is not only about data, revenue, or expansion. It is about emotion.
The story of BOO is the story of a generation that dared to be different, a brand that mirrored its customers’ identities, and a founder who grounded his success in love for his homeland. Mistakes were made, challenges remain, but the core belief never changed: what truly lasts is the emotional connection with people.
🙏 Tubudd thanks Mr. Đỗ Việt Anh for bringing his candid, emotional story to The Friday Morning. His journey reminds us that even in the toughest times, what keeps us going is not just the product we sell—but the feelings we inspire.
