NYFW Guerrilla Runway

Doyers Street, Chinatown

New York City

JIĀYÓU | 加油 is a collection that celebrates the immigrant work ethic. It’s a Chinese phrase that embodies a generational culture of grit and resilience. A denim workwear capsule inspired by the 20’000 Chinese sailors who supported Britain during the WW2 war effort. 

SUM LONDON is a British-Asian Heritage brand based in London.

We were inspired to embody the immigrant spirit through a transatlantic journey from London to NY. 

Where better to celebrate and pay homage to the immigrant grit than Chinatown, New York, along Doyers Street. 

Show produced by NewKino.
Images by Claudia Lobdell.
Casting Va