SUM LONDON is a British-Asian Heritage brand celebrating mixed cultural identities.

JIĀYÓU | 加油 is a denim workwear capsule dropping exclusively during NYFW. This is a special drop in partnership with TENCEL™️ and heritage mill Advance Denim, China’s oldest denim mill.

This is a workwear capsule is inspired by the 20,000 forgotten Chinese sailors who served the British war effort during WWII.

JIĀ YÓU | 加油 is a Chinese phrase meaning “add oil” or “keep going.”

It embodies the resilient immigrant spirit that transcends cultures globally.

The capsule is a wearable tribute to resilience, dignity, and the everyday labour of those who came before us.

Founded by Margaret Sam, a British-Chinese designer based in London. She has worked on design teams like Hugo Boss, Griffin, Nicholas Daley and The Vintage Showroom. She has designed for Converse Japan and Supreme.