“Towards a Future Where Beauty Isn’t Thrown Away.”
Living in Ho Chi Minh City, we were struck daily by the sheer volume of waste. One day, we came across a stack of beautiful Son Be ceramics discarded in a corner of a pottery shop. Each piece, though exquisite, had been deemed unusable due to minor flaws.
“How could something so beautiful become just another piece of trash?”
At that moment, the Japanese word “mottainai”—a deep respect for resources and a sadness for waste—resonated within us. Here in Vietnam, people have a strong tradition of cherishing and repairing old items: motorcycles, clothes, even electronics. It’s a culture of respecting and valuing every object, giving things a second life.
We felt inspired to connect this beautiful aspect of Vietnamese culture with the Japanese mottainai spirit.
Even if it’s just “it it”—a little bit in Vietnamese.
We believe small, collective actions can eventually create significant change.
Our name, “it it Viet Nam,” encapsulates our initial desire to bring a touch of Vietnam into everyday life, and our evolving wish that each of us might make small yet meaningful changes.
Little by little, step by step.
Preserving Vietnamese culture, protecting our planet.
That’s the heartfelt mission behind our humble brand.
“Towards a Future Where Beauty Isn’t Thrown Away.”
That is our hope.
About us
Tradition meets sustainability.
Our mission is to turn overlooked materials into thoughtful pieces that carry the spirit of Vietnam into everyday life.
Our Locations
A little hidden gem in the heart of Saigon.