In May, V.MAGAZINE led a team across the South China Sea to explore Vietnamese eyewear factories and experience the local development in the eyewear industry. During this journey, we visited two distinctive eyewear stores in Ho Chi Minh City and Hanoi: MILUXE BOUTIQUE and THE PURISTS CLUB. Both cater to the mid-to-high-end market, showcasing unique styles and characteristics, making them ideal places for locals seeking premium eyewear brands.
MILUXE BOUTIQUE: A Fusion of Luxury and Classic
MILUXE BOUTIQUE is located in Hanoi’s bustling Hoàn Kiếm District, just a stone’s throw from the famous Hoàn Kiếm Lake. The store resides in a stylish European-style building, 200 meters away from the lake. At first glance, the large OMEGA advertisement outside might lead one to believe it’s a high-end watch store, but MILUXE is actually a composite shop offering luxury eyewear, high-end mechanical watches, and men’s fashion.
The interior design of MILUXE blends modern and classic elements, featuring a two-story layout adorned with elegant chandeliers, creating a high-end and sophisticated atmosphere that exudes luxury and comfort.
Founded in 2007, MILUXE initially focused on selling high-end mobile phones—not brands like Apple or Samsung, but luxury brands with prices reaching tens of thousands of dollars, such as Mobiado. Over time, the brand expanded to various high-end fashion items and men’s clothing and footwear, including renowned eyewear and watch brands like CHROME HEARTS, CARTIER, and LINDBERG. In recent years, MILUXE has actively sought independent designer brands, such as TAVAT, MYKITA, and ic! berlin, becoming a pioneer in the Vietnamese market.
THE PURISTS CLUB: A Hidden Gem
THE PURISTS CLUB (TPC) is situated on the second floor of an old French building in Hanoi, blending seamlessly into the street. However, the moment you step into the building, it feels like entering a hidden world, enveloped by an inviting atmosphere. As you ascend the stairs, anticipation builds, and upon opening the store doors, you are greeted by an environment rich in tropical charm, subtly balanced with warmth and refinement. The carefully arranged furniture and decor create a cozy living room vibe, encouraging customers to relax and enjoy their time—exactly the intention of the store’s owner.
Founded in 2018, THE PURISTS CLUB is a “club” designed for purists passionate about collectibles and unique lifestyles. TPC has a clear focus on distinctive designer eyewear brands such as RIGARDS, KUBORAUM, JACQUES MARIE MAGE, MOSCOT, and TAVAT. Currently, TPC not only sells eyewear but also offers a variety of exquisite products, including leather shoes, razors, perfumes, and handcrafted antique umbrellas, enriching the shopping experience for customers.
The Purists Club also has a store in Ho Chi Minh City, located on the second floor of a composite building, with a fashionable clothing store, ITA, on the ground floor. The decor of this store follows a modern aesthetic, showcasing a perfect blend of contemporary and elegant design.
During our days in Hanoi, we stayed in the old town area by Hoàn Kiếm Lake. While strolling around the hotel, we unexpectedly discovered a nostalgic “Eyewear Street.” This charming street is lined with several traditional eyewear shops, showcasing a wide array of glasses neatly displayed in their windows. Wandering through this area, we experienced the unique commercial atmosphere of the old town’s eyewear shops, as if time had turned back. It was a delightful surprise that added a special touch to our journey.
MILUXE BOUTIQUE instagram: @miluxe_eyewear
THE PURISTS CLUB instagram: @thepuristsclub