Vietnam's DTC men's basics brand founded 2019, known for quality T-shirts, activewear, and the CoolSub subscription model — backed by $6M Series B funding.
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See all ads on AdLibrary →Coolmate is Vietnam's leading DTC men's fashion brand, founded in March 2019 by Nhu, Hiep, and Lan. The brand pioneered the first periodic underwear delivery subscription (CoolSub) in Vietnam and sells quality T-shirts, sportswear, and men's basics directly through its e-commerce site and Amazon. Coolmate has raised $6M in Series B funding from Vertex Ventures and is positioned as Vietnam's answer to premium men's essentials.
Coolmate runs Meta performance ads targeting Vietnamese men aged 20–40 with quality-focused messaging — 'export-quality fabrics at fair prices' and subscription convenience as conversion levers. Product quality comparison content and founder story ads build brand differentiation in a market where menswear quality has historically been inconsistent. See their active ads at AdLibrary.
Facebook is Coolmate's primary acquisition channel for men's basics with direct-response product ads. Instagram is used for activewear lifestyle and sportswear content targeting younger active males. The subscription model is promoted with 'never run out' convenience messaging.
Themes: export-quality Vietnamese manufacturing, fair pricing, convenience of subscription, and modern Vietnamese male style. The brand positions itself as 'the smart wardrobe upgrade for Vietnamese men' — solving the quality gap without luxury pricing.
Coolmate demonstrates that the subscription model for basics (underwear, T-shirts) is a powerful retention mechanic that dramatically improves LTV in a category where repeat purchase would otherwise require re-acquisition spend. The model also provides predictable revenue that supports investor confidence and further scaling.
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