LSOUL

“Not just a brand. It’s the embodiment of my unwavering belief in the transformative power of fashion.”

LSOUL, a designed clothing brand that has a mark on the professional fashion industry with the design and quality. LSOUL is an experimental workshop of ideas which is a common house that brings together people with a strong love and passion for fashion. With the desire to create trendy outfits for girls with a free spirit, personality and who especially love every curve of their body. “Feminine but still individual” describes LSOUL’s designs and is also the guiding principle on the brand’s development journey.

Beginning

LSOUL’s story began in 2016, when founder Nguyen Trong Lam, fresh from the success of his menswear brand L’JIN, embarked on a new venture. LSOUL, introduced to the Vietnamese market in 2017, initially operated as an import-based business. Founder Lam meticulously selected and imported products that adhered to the brand’s core principles: distinctive style, impeccable quality, and trendsetting designs, catering to the discerning tastes of female shoppers in the dynamic Vietnamese fashion landscape. The early days were marked by a small-scale, hands-on approach, with Lam personally curating and decorating the brand’s first store.