Why it belongs in ORBIS
Vietnamese menswear brand founded in 2013, originally a small clothing store rebranded as Routine; grew into one of the country's larger domestic fashion chains with stores across Ho Chi Minh City, Hanoi and other cities, later expanding into Laos and Cambodia.
Routine is a Vietnamese menswear brand that started in 2013 as a small retail clothing store. Domestic press coverage tracks the brand's expansion across Ho Chi Minh City, Hanoi, Hai Phong, Da Nang and other Vietnamese cities; sources cite store counts ranging from roughly 27 to 40 locations depending on when the count was taken, and the brand has been described as the first Vietnamese fashion label to expand into neighboring Laos and Cambodia. Its stated design philosophy is 'simple with a twist' - minimalist, precisely cut menswear intended to compete with international brands on quality and design while remaining domestically produced.