By Kay Johnson

Posted Monday, June 27, 2005; 20:00 HKT
My younger brother was looking at me like I'd lost my mind. Out of all the famous places he could visit on his first trip to Vietnam, I insisted he spend most of his time in the central coastal town of Hoi An. "And this is because of your tailor?" he asked. Well, not exactly. Hoi An has a bit of everything that makes Vietnam wonderful. Ancient buildings, culture, beaches and, O.K., my tailor. In fact, Hoi An has an entire battalion of tailors and seamstresses who can churn out almost any garment overnight, and they have stacks of catalogs and fabrics for you to choose from. A bespoke suit goes for a mere $110. Shirts and blouses cost as little as $8. In between fittings, you can hire a motorcycle and ride to the 1,500-year-old My Son temple ruins, take a cruise on the Hoai River, or sip cocktails on the beach. In the end, my brother went home not just with a tan but a whole new wardrobe—four suits, one linen jacket, seven dress shirts, five pairs of khakis, six casual linen and cotton shirts, and two silk ties. The cost of this sartorial makeover: $1,100. Admitting that his big sister was right: priceless.

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