CEO interview : Why you decided to found EMROSE even you don't have fashion background in the career ?

Why I Started EMROSE in Vietnam

Hello, I’m Shimpei Matsuda, the founder of EMROSE.

I am Japanese.
You might wonder why a Japanese person like me decided to start an apparel business in Vietnam.
In this article, I want to share the story behind the creation of EMROSE and the passion that drives me.
I hope this gives you a glimpse into our brand and piques your interest in EMROSE.

My Background – No Connection to Fashion

To be honest, my background has nothing to do with the apparel industry. I spent my career working in the IT and marketing fields.
In fact, I was never particularly fashion-conscious.
So why did I, a Japanese guy with no fashion background, decide to start a clothing brand in a foreign land like Vietnam?

Why Vietnam?

First and foremost, I genuinely love Vietnam.
I first visited the country as a student, and I was captivated by its rapid growth and vibrant, free-spirited atmosphere.
I became determined to work in Vietnam someday, and I chose my career path with that goal in mind.
My dream came true when I was assigned to work in Vietnam as an expatriate at the age of 26.

It was here that I met my co-founder and now wife, Van.
She is a talented fashion designer, and her family runs a tailoring business.
(But that’s a story for another time—I'll share more about her journey in a separate post!)

The Moment of Inspiration

When I first saw the clothes she designed, I was genuinely blown away by the craftsmanship.
The quality was on par with luxury brands.
There was no misalignment in the zippers, the inner linings were meticulously sewn to hide any stitches, and the garments were beautifully tailored to follow the body’s natural lines.

Behind this incredible quality is a team with over 10 years of experience and exceptional skills.
They are capable of creating the most complex garments, including custom-made suits—widely considered the pinnacle of tailoring.
Simply put, there’s nothing they can’t make.

As a customer, I was deeply moved.
I felt that more people should experience the exceptional quality of these products.
That’s what sparked the idea to start EMROSE with Van.

The Vision Behind EMROSE

Through EMROSE, I want to bring smiles to people’s faces.
I also want to promote slow fashion.
As I mentioned in a previous article, this is at the heart of EMROSE’s philosophy.

I was never someone who paid much attention to fashion.
But even for someone like me, there are moments when clothing matters—like wearing a suit for an important business meeting or choosing a favorite outfit for a date with someone special.
The right clothes give you confidence and lift your spirits.

I believe in the power of clothing.
Clothes are not the main character—you are.
Our mission is to be the Rose by your side, enhancing your presence.

We believe that “Confidence starts with the right dress.”
That’s why we meticulously design our garments to follow your body’s natural curves.
We also ensure they are durable enough to be worn time and time again.

We never compromise on product quality or customer service.

A Brand in Its Infancy – Let’s Build It Together

EMROSE is still a young brand, just at the beginning of its journey.
If you have any feedback or concerns, please feel free to share them with us.
We are committed to continuously improving, and your voice is crucial to that process.

We want to grow together with you, our customers.
Thank you for your support, and we look forward to being a part of your journey.