BOO is Vietnam's premier streetwear brand. Proudly Vietnamese, BOO was started in Hanoi in 2003 by a group of close friends who met as part of the emerging skateboarding scene. Since their inception, BOO has grown into a strong player in the Vietnamese fashion scene with nearly 50 brick and mortar locations throughout the country.

Ho Chi Minh City-based creative studio rice created a comprehensive identity system designed to focus and streamline the brand.