Choosing the high-end fashion segment to start a business producing water hyacinth bags, with only a capital of 10 million VND, Mr. Tran Doan Hung (founder of sustainable fashion brand Comay Craft) made many people worried. Because, in the thinking of many people, in the current traditional market, only large capital and strong human resources can be compared with… success.
Braided from water hyacinth, a friendly natural material, Mr. Hung’s bags come in all types, from convenient tote bags for young people, sturdy shoulder bags for personality enthusiasts to multi-purpose types that can be used for work, walking around town, picnics or events.
The journey of “braiding” water hyacinth to reach the world fashion market
Located in Thanh Hoa, every month Mr. Hung’s bag factory exports hundreds of water hyacinth bags to tourist areas such as Hanoi, Ho Chi Minh City, Quang Ninh… through the display spaces of the super yacht Essence Grand 6* Ha Long Bay (Quang Ninh), Six Senses Ninh Van Bay (Nha Trang), Central Nha Trang, Central Da Nang…
Following in the footsteps of famous designers such as Do Manh Cuong, Pham Ngoc Anh or young designers such as Phan Dang Hoang… Comay also goes to many major fashion weeks in the world such as Milan Fashion Week…, and is present at green fashion lovers’ communities in Switzerland, France, Australia, Portugal…
Anh Hung said that up to now, with designs that are in line with trends and meet customers’ needs for a good quality handmade bag, Comay Craft has reached retail platforms in the US and many places around the world.
Priced from a few million to more than ten million VND, water hyacinth bags, with their minimalist and fashionable appearance, are loved by many customers, from high-end fashionistas to artists, actors, and even businessmen and politicians…
For Mr. Hung, money is just a matter of high-end fashion. More important are eco-friendly materials, timeless designs, diverse functions, and especially conveying the beauty of craftsmanship (showing the sophistication of the workers’ hands on the product…)
A popular aquatic plant in many river regions, through the talented hands of Thanh Hoa craftsmen, water hyacinth has become a high-end fashion item imbued with a local spirit and rich in artisanal craftsmanship…
“Zero-cost” marketing campaigns
Little capital does not allow Mr. Hung to “dream” of massive, grandiose product promotion and marketing campaigns. He can only choose the “natural fragrance” method like many other sustainable fashion brands, and “zero-dollar” marketing campaigns were born from there.
Anh Hung explains: “The brand’s marketing is mostly thanks to the collaboration of green fashion lovers. From designers who are passionate about sustainable materials, actors, beauty queens, artists, politicians who love handmade products to tourists who love handicrafts, each person has a word to promote the product, each person has a hand in “bringing” Comay bags far away, beyond the borders of Vietnam… Real people, real products, so the efficiency is high, our orders come from such directions, instead of just from the traditional tourism market”.
Ms. Rachel Nguyen and the Comay bag in Milan. She said that the bag is also available at the Rethink Design & Style Zurich showroom and has won over many international customers.
Actress Lan Huong shares photo with water hyacinth bag
Developing Comay Craft to make a living but also to help his hometown develop more and at the same time change the habits and awareness of users about handicraft products, that is the reason why Mr. Hung “convinced” many investors and partners.
The collaboration of craft lovers and green fashion enthusiasts has given wings to beautiful bags to “fly far”, welcoming new opportunities in the international fashion market. Water hyacinth bag products in a show in Australia.
Create jobs for the community
Using natural materials such as water hyacinth not only helps reduce production costs, create added value for local materials in many different ways, but also helps preserve traditional handicraft techniques, contributing to maintaining and developing local culture. That gives green fashion lovers more reasons for their meaningful purchasing decisions.
Not only that, another outstanding advantage of green fashion brands is that they create job opportunities for young people, indigenous people, and rural women. Mr. Hung said: “Every handmade fashion product purchased means that some rural women have income, “keeping” young people in the countryside longer (making their lives more stable and sustainable…).
Young people and rural women no longer have to go far to find work. They can work right at home while still ensuring their material life.
