Contemporary streetwear design haus SUM LONDON innovates with their HOMEBOUND collection in Fitzrovia on Saturday 13 January 2024.
If you haven’t seen their slick tech wear streaking across music videos already, it’s perhaps unsurprising to find out that SUM LONDON’s roots emerge from the intersection between cultural homes in multicultural Britain. Their first release, “WHERE ARE YOU FROM?” adorned artists across London, similarly embodying a fresh drive to tell unwritten, universally relatable stories.
Made in Britain, SUM LONDON slots its sustainably made garments into the world of classic British menswear. Progressing reincarnations of Eastern silhouettes, watch them engulfing entirely new definitions of contemporary London streetwear.
We sat down with SUM LONDON’s CEO, Margaret Sam, to talk about their newest release. HOMEBOUND, which will be open for the public to be immersed in on Saturday 13 January 2024, is “more personal”.
For one, the new release is tangibly inspired by Margaret’s father. The brand, SUM, twists on his legacy, just as his journey did to get to this point.
“I thought about how home must have changed for him across different chapters of his life; starting with being born and raised in Singapore, to leaving as a young man to study in the UK to staying to start a family and build a new home and life away from home.”
In true SUM LONDON fashion, the limited-edition drop considers these stages: in a smoky living room and across sultry glares, we cut through imagery meandering from beautifully crafted casual bombers, semi-smart utility waterproofs to a grown-up pin stripe tracksuit.
SUM LONDON opens its doors to a public viewing of the HOMEBOUND physical collection and fashion film. For appointments, all are welcome to DM your name and timeslot. For walk-ins, queue early:
Saturday 13 January 2024 (10am- 4pm) at 65a Charlotte Street, Fitzrovia, W1T 4PQ
