Cover Once a man with a laid-back approach to clothing, Chris Vo, business development director of the tailoring house SIR Tailor, has travelled a long way to step into the sartorial realm with conviction and dedication
Once a man with a laid-back approach to clothing, Chris Vo, business development director of the tailoring house SIR Tailor, has travelled a long way to step into the sartorial realm with conviction and dedication
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From days of pairing a T-shirt with slippers, Chris Vo, now business development director of SIR Tailor, has made a transformative journey into the sartorial world. With a deep commitment to the craft, his ambition is to elevate classic menswear to new heights.
Tatler Vietnam met with the young figure shaping Vietnam’s luxury menswear scene at SIR Tailor’s headquarters on Mac Thi Buoi Street, District 1, Ho Chi Minh City. Born in 1990, Chris Vo (Vo Minh Triet) spoke about the path that led him to this profession, along with personal reflections and industry insights.
“Back then, I dressed without much thought. I was a typical ‘nerdy’ type in slippers, shorts and a collarless T-shirt. For work, I might put on a shirt, trousers and leather shoes, but it was basic at best: no attention to silhouette, fabric or coordination, and the quality was average. I thought being masculine meant not caring about one’s appearance,” recalls Chris. Today, he is a connoisseur of fine tailoring, championing a sartorial approach with garments meticulously cut to fit, expressing personality and style.
Above Chris Vo (Vo Minh Triet), Business Development Director, SIR Tailor
Chris Vo (Vo Minh Triet), Business Development Director, SIR Tailor
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What brought you to the field of bespoke menswear? For you, is this a career or a pastime?
Chris Vo: As I mentioned, I was once oblivious to the concept of bespoke menswear. During that time, I dated women who were artistic and had an eye for beauty. They didn’t hesitate to tell me that showing up for a date dressed as I did was a sign of disrespect to them and to myself. It made me reconsider, sparking an awareness that I needed to care more about my appearance and attire.
In my exploration, I realised dressing well is not merely about outward elegance, a notion often misunderstood. Fashion has real purpose and meaning; it helps refine one’s aesthetic sensibilities, not only in appearance but in other areas of life. Classic menswear resonated most with me: it embodies masculinity, boasts a rich history, and combines refinement with simplicity and practicality.
How did you build your knowledge? Did you study abroad? I ask because many young Vietnamese with a grasp of classic menswear have had such opportunities.
Chris Vo: After a short period of working, I decided to study tourism in Switzerland. The school’s dress code required a suit, tie and dress shoes. Before departing, I had my first three suits tailored by Mr Hai Ve, a revered figure in Ho Chi Minh City’s menswear scene. Those fittings became an education in themselves, as Mr Hai shared his knowledge and skill, complementing my own reading and research into classic menswear.
Switzerland was a refreshing, stimulating environment. I found that in a new setting, one can either remain unchanged or consciously reinvent oneself, provided there is enough motivation, discipline and desire. I chose to express myself through my clothing, making it part of my identity. It felt entirely natural like a fish in water, given that Europe is the cradle of classic menswear. While there, I invested both time and resources into how I dressed, and in return it brought me joy and drive.
The only way is to keep learning, to take risks and experiment, to embrace your work and personal style fully, and to dedicate yourself with a genuine desire to add value both to the business and to the industry as a whole.
When did you officially step into Vietnam’s men’s tailoring industry?
Chris Vo: When I returned home, I looked for work in my original field of study, yet my passion for classic menswear was stronger. Around mid-2016, roughly six months after coming back, I was offered an opportunity with SIR Tailor, an ambitious bespoke brand with great potential. I gave little thought to the benefits and joined immediately. As you noted earlier, it began as a personal pursuit before gradually evolving into a career.
Shaping a personal style in this intricate field demands more than passion. A creative director must have deep expertise, keep pace with global trends, and still ensure the company’s business performance. How do you balance these demands?
Chris Vo: I believe this applies not only to classic menswear but to any fashion segment. The only way is to keep learning, take risks, experiment, and live the role with sincerity, dedication and a genuine wish to add value both to the business and to the wider industry. As for commercial results, I consider myself fortunate to work alongside a board of directors, shareholders and colleagues who stand together, supporting one another through countless challenges.
This craft also calls for considerable patience. Our ability to survive and slowly thrive comes from investing both money and time over many years. A decade in the industry has shown me that it grows slowly and remains small in scale. Anyone expecting to get rich quickly here is chasing an illusion. Longevity depends on building a client base, retaining customers for long-term revenue, and continually refining products and services. Perseverance, accountability for product quality, and responsibility towards clients are essential. True business effectiveness only arrives once you have earned customers’ trust.
Beyond the brand’s current capabilities, what is its vision?
Chris Vo: Our vision is to understand the essentials a modern Vietnamese gentleman needs in his wardrobe, then research and develop products that meet those needs. We produce core tailoring staples such as shirts, trousers, suits and jackets, garments any tailor would make, to serve our clients.
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Alongside these staples, our atelier offers distinctive made-to-measure and ready-to-wear pieces, including polo shirts, garments in stretch fabrics, and khaki trousers. These create a point of difference in the style we deliver.
What weaknesses still need attention?
Chris Vo: SIR Tailor’s limitations lie in underwear, non-fabric accessories, and specialised garments such as sportswear or industry-specific clothing that require technical materials. Our future direction is not tied to a particular fashion style, but to elevating the quality of what we offer. This means refining techniques, improving production methods, and perfecting our supply chain from raw materials and accessories to the final manufacturing process.
Let’s talk about competition. For a modern gentleman, is spending significant time and money on a tailored suit truly the first choice? After all, high-end ready-to-wear brands offer fixed sizes that may suit perfectly. How do you compete?
Chris Vo: For those with standard proportions who fit easily into ready-to-wear, it is not the first choice. Nor is it for those unwilling or unable to spend the time required. Tailoring cannot cater to this group, and that is a limitation that cannot be altered. Instead, it appeals to clients whose bodies do not suit ready-to-wear, or whose needs and preferences are unmet by it, and, of course, to those who simply love the tailoring experience.
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We reach such clients largely through referrals, which means taking exceptional care of our existing customers. In terms of advertising and raising awareness, the goal is to convince those in need through imagery, storytelling and content, so that we can deliver the products they want. This is costly and its effectiveness uncertain, yet it remains essential if we are to bring customers back.
The price factor determines whether a man can step into the luxury stores of a high-end tailoring brand. How do you address this challenge?
Chris Vo: There was a period when we focused exclusively on mid-to-very high-end product lines, sourcing fabrics entirely from Europe. However, the needs of SIR’s clients such as ease of storage, home washing, frequency of wear and intended use encouraged us to introduce more raw materials from Asia, including Korea, Japan and Thailand, to better meet demand.
Material costs play a major role in pricing. This led us to introduce a new mid-range to SIR’s product line at the start of 2024. With starting prices from VND1.6 million for a shirt, VND1.8 million for trousers, and VND7.9 million for a suit, we hope to cater to both new and existing customers seeking well-made products at reasonable prices.
Do you think Vietnam’s high-end classic menswear market has the potential to make a mark in Asia? Attending fashion fairs worldwide, how do you perceive tailors in developed countries, and what lessons can we draw from them?
Chris Vo: That is an excellent question. Vietnam has the capability to be recognised across Asia, but achieving this requires market maturity and support. In established markets such as Japan, Korea, China and Singapore, customers are experienced, knowledgeable and willing to invest in quality tailoring. They understand that creating a finely made garment takes time, and they value the skills and effort of tailors. Such a discerning customer base enables skilled tailors to survive and thrive while continually improving their craft.
Above Vietnam has the capability to be recognised across Asia, but achieving this requires market maturity and support
Vietnam has the capability to be recognised across Asia, but achieving this requires market maturity and support
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Demand and supply evolve over time, influenced by the scale and sophistication of the economy. Internationally renowned tailors excel in product development, from innovative techniques and careful selection of raw materials to prioritising functionality alongside aesthetics. This is an area where SIR continually seeks to learn and improve.
Another crucial insight is that skilled and professional tailors are nurtured by culture, market conditions, and the presence of established masters. Training a new generation in Vietnam remains a challenge, as tailoring is not widely seen as an attractive career. It requires a stable livelihood and the respect of both society and customers.
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