In this issue, we welcome sadboizaintcry, a brand from Vietnam. Focusing on the “sadness” everyone has in themselves, the brand has a unique way of connecting with its customers. As “sharing one’s story” has a big part in the brand’s message, how does the brand incorporate this in their themes for each collection?
Nana : Can you give us an introduction to “sadboizaintcry”?
sadboizaintcry : “sadboizaintcry” is a Vietnamese brand getting inspiration from sadness. We do believe that everyone in this world has a sad story to tell and our mission is to help them more easily express the feeling through our products. The visual we build has a little Dark Indie style, a little American teenagers style and a little Chinese street style. Like the name sadboizaintcry, we use 2 primary colors: black and white. These colors help our brand “communicate” better with the emotions of our customers, besides black and white provide customers with an easier choice without considering color. Our brand mission is to help people easily own products with high quality, high application features, affordable prices and express sadness, stories through daily clothes.
Nana : Why did you name the brand “sadboizanintcry”?
sadboizaintcry : With the development of social networks, it is easier for people to make friends, but increasingly lonely. People are facing more and more psychological problems and contain more sadness. Sadness is an obvious emotion and it is necessary to feel joy, not to hide or spread out. “I have a beautiful sadness” is the main message Sadboiz wants to bring. That is why our full brand name is “sadboizaintcry” – a sad boy but he only cries 1 line of tears.
Nana : What are some of the inspirations behind the brand?
sadboizaintcry : As mentioned before, our inspirations come from Dark Indie style, a little American teenagers style and a little Chinese street style, along with one-line artworks style.
Nana : How do use social media for your brand?
sadboizaintcry : We have researched carefully and come to the result that, sadness is a “hot” topic on social media, that is why sadboizaintcry use these as 1 one our main commercial platform. We always post a picture along with a caption every 8 p.m to display our products and sad quotes at 11 p.m everyday to share the feeling with our customers. Besides, we have a Facebook Group with 500,000 members to connect our brand with customers and customers with each other through daily feedbacks and events (Giveaways or meme competitions,…)
Nana : Can you tell us about some of the most challenging experiences you have had during
the process of building your brand?
sadboizaintcry : The most challenging experience sadboizaintcry has ever had since 2020 is that, we have to update ourself day by day as modern customers are more and more emotional and expect us to perform something better than yesterday. Sometimes, we have to research till midnight at some coffee stations – where our customers often come, or we have to prepare over 10 posts a day when we prepare for 200.000 followers on our Instagram @sadboizaintcry.
Nana : How do you decide on themes for your collection?
sadboizaintcry : sadboizaintcry often get inspirations for daily facts or events. For example, the “dinosaur” in the game we used to play when the Internet is disconnected, we built up this idea and created a “saddino” collection.
Another example is, we get inspiration while surfing Instagram and see tons of posts with sad contents, and then we created a “sadtagram” collection – the Instagram for sad people.
Nana : Can we know a little about your next collection?
sadboizaintcry : This May/2022, we are gonna release a Typo play collection about lowkey people. We get inspired by an observation at a cafeteria that: there are many people who go coffee alone, but they still feel happy and normalize that. They do not enjoy the noisy atmosphere, they enjoy the safe zone they have at the corner of the coffee station, and enjoy the “lowkey” life they are living in.
Nana : Is there a particular artist, movie, place, book that you would recommend our readers to
check for inspiration?
sadboizaintcry : About the artists, we highly recommend Billie Eilish as she has so many wonderful songs which help sadboizaintcry very much in providing a mood for creativity. About films, we think, “Us and Them” – a Chinese movie with a great story-telling content, is a good options for anyone who wants to get inspirations from sadness.
“Everyone in this world has a sad story to tell”sadboizaintcry