About Us

Who we are

POPBIRDY is Vietnamese brand with ideas of simplicity, purified and carrying style from Japanese fashion, mostly the main tone colors are black/white. POPBIRDY focus on fashionista with self-confident, sexiness but still keep their own characteristics. POPBIRDY’s items easily brings mix&match, you can wear while hanging out and also go on event or a party.

Created in 2012, Popbirdy was first introduced to its fellow customers by e-commerce. Years later, we started our retail journey by opening 2 stores in Ho Chi Minh City and Hanoi. Our team focus on the details and work hard to bring you exclusive collections. #Popbirdygirls, the people who wear our products are dressed as chic, confident elegant. But we don’t want to dress you, we want you to wear what you want to wear.

Design process

Reformation’s design mission is to make effortless silhouettes that celebrate the feminine figure. The design process starts with us thinking about what we really want to wear right now. We source the most beautiful and sustainable fabrics possible to bring those designs to life quickly. 

Most fashion is designed 12-18 months before it’s released, but at Ref a sketch can become a dress in about a month. We’re designing and making what you want to wear right now. We believe the perfect fit is the most important part of our clothes. We spend hours fitting on different bodies and have a meticulous approach to our fits. Our main range is fit on multiple women that are between 5′6 and 5′10. We also launched a petites collection designed for ladies 5′2 and under, an extended sizes collection going up to size 22, as well as a collection specially designed to fit women with a full C-DD cup. These capsules based on body types are just the first steps in our quest to make sure women of many shapes and sizes can wear Ref (and look damn good doing it). 

Ref fiber standards

Up to 2/3 of the sustainability impact of fashion happens at the raw materials stage – before the clothes have actually been made. Fiber selection also affects how you’re gonna wash the garment, and potentially recycle it one day – both important factors to consider when it comes to the environmental impact. That’s why we have Ref standards, or basically different classifications based on their combined social and environmental impact.

We tried to make these standards as holistic as possible, taking into consideration water input, energy input, land use, eco-toxicity, greenhouse gas emissions, human toxicity, availability and price. We also looked at garment care implications, like microfiber shedding.

We have five categories:

A – Allstars

Natural fibers that are rapidly renewable, plant-based and have a potential for circularity.


B – Better than most
B fibers are almost all natural or recycled fibers.

C – Could be better

Fibers in the C category are better alternatives than more commonly used fibers, but not as innovative.


D – Don’t use unless certified
D’s require certifications for raw material cultivation (i.e. organic), animal welfare, traceability or wet processing (i.e. Bluesign)

E – Eww, never

E fibers are too environmentally or socially intensive, and don’t meet our sustainability criteria. We’ll only source these fibers if they are necessary for specific fabric construction and performance and we try to use <10%.

Our goal is to make 75% of our products with A & B fibers.