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OUR STORY

Heritage is the starting point – The future is our destination

GVLUX is born from a unique fusion of two seemingly opposing worlds: precise craftsmanship and boundless artistic inspiration. As the most premium line of Gen Group — the powerhouse behind GENVIET JEANS with over two decades of expertise in denim — GVLUX carries the story of individuals who have devoted their lives to the relentless pursuit of perfection in every stitch and seam.

GVLUX is shaped by the harmony of two contrasting yet complementary personas:

• Mr. Dung Nguyen – the embodiment of resilience and precision, representing internationally standardized manufacturing techniques.

•Ms. Hai Trinh – a creative soul constantly pushing boundaries, transforming denim into a language of emotion and fashion expression.

Crafted by the skilled hands of devoted artisans, GVLUX doesn’t merely offer high-end fashion—it creates handcrafted masterpieces steeped in cultural depth and technical excellence. Each fabric tells a story—of refined selection, environmentally responsible washing processes, and haute couture techniques applied to denim—an extraordinary feat in the world of luxury fashion.

Inheriting the robust foundation of GENVIET JEANS, validated by rigorous international standards such as WRAP Gold, Higg FEM, and Amfori BSCI, GVLUX is ready to reach new heights. More than just a brand aiming for runways in Paris or Milan, GVLUX asserts the spirit of Vietnamese fashion through sustainability, creativity, and distinction.

GVLUX is not merely high fashion. It is a statement of inner strength—where technical precision meets artistic soul, where logic dances with emotion—so that beauty transcends appearance, emerging from the depth of identity and the wearer’s true values.

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VISION

GVLUX aspires to become a symbol of avant-garde and artistic ready-to-wear fashion in Vietnam while affirming its place on the global fashion map.

We aim to build a brand where each design is a dialogue between heritage and innovation, Vietnamese identity and global rhythm.

In the long run, GVLUX seeks to pioneer, inspire, and set new standards for Vietnamese fashion in the 21st century.

MISSION

GVLUX is not just about creating clothes – we craft a space where fashion becomes a language of self-expression and individuality.

As a premium denim and artistic ready-to-wear brand, GVLUX was born from decades of technical expertise, elevated into a bold transformation that bridges artisanal heritage with contemporary design language.

Positioned in the High-end Contemporary segment, we merge pioneering creativity with rebellious spirit, philosophy, and practicality.

GVLUX stands as a crossroad between:

  • World-class production standards and advanced craftsmanship
  • Avant-garde design identity with a deconstructed – artistic – unisex DNA
  • A community of creative individuals who dare to be different and live their own truth

Every GVLUX collection is more than fashion—it is a statement of personality, spirit, and worldview.

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DESIGN IDENTITY

Unlike mass-market denim brands, GVLUX embraces a deconstructed – artistic – unisex design DNA.

Our philosophy blends artistry and individuality with everyday functionality for the modern lifestyle.

Each piece is crafted at the intersection of traditional craftsmanship, avant-garde spirit, and global aesthetics—resulting in designs that hold both personal expression and international fashion relevance.

CORE MATERIAL – DENIM

Denim is the heart of GVLUX, rooted in more than 20 years of Gen Group’s heritage. At GVLUX, it is redefined as a symbolic fabric—where technique meets artistry.

Signature denim techniques by GVLUX include:

  • Multi-layer wash: creating sophisticated fading gradients, from deep tones to soft highlights, like shadows over time.
  • Surface treatments: textures of wrinkles, cracks, or misty smoothness, adding tactile depth.
  • Laser cutting & heat pressing: etching cultural symbols and patterns while preserving structure.
  • Natural & artisanal dyeing: eco-friendly enzyme processes for organic, time-worn character.
  • Denim fusion: pairing with silk, organza, natural leather, or sheer fabrics to create an artistic dialogue of contrasts—hard vs. soft, dense vs. light, opaque vs. translucent.
At GVLUX, denim is no longer “ordinary.” It is luxurious, versatile, and deeply expressive—elevated into an artistic language of contemporary fashion.
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