Alumni of NY and Welcome to Chinatown: Showing Love to Family-Owned Chinatown Businesses
Welcome to Chinatown is proud to present a collaboration with Alumni of NY, a Queens-and-Brooklyn-based lifestyle and sneaker boutique that has been serving its community under different monikers since the late 80s.
Having risen to prominence over the decades, Alumni of NY remains true to the neighborhood that nurtured its growth and success by partnering with small businesses all over New York City that have been affected by the COVID-19 pandemic. To celebrate Lunar New Year and support Chinatown businesses, Alumni of NY has partnered with Welcome to Chinatown by pledging to donate half of the proceeds from sales of their in-house collection to the Longevity Fund. Check out the full video on Instagram.
Alumni visited four Chinatown small businesses during Lunar New Year to highlight each business and the business owners in a stunning visual campaign. Their first stop was 12 Pell, a unique lifestyle and personal care shop. You’ll get more than just a cut and a shave here, as founder Karho Leung, a lifelong Chinatown resident, leads a concerted effort using social media to help bring business back to Chinatown. These young entrepreneurs are quickly becoming some of the most recognizable neighborhood celebrities.
Alumni OG Logo Tee
New Era x Alumni
Chinatown is fueled by its restaurants, street vendors, fruit stands, fish markets, and of course, traditional spots like Mee Sum Cafe on 26 Pell Street. Everyone who grew up on these streets knows the smell of fresh baked buns, a hot cup of Horlick’s, and a delicious plate of cheung fun for breakfast. “Mee Sum” translates to “beautiful heart”; stop by just once and you’ll understand its true meaning.
Alumni Box Logo Hoodie
ALUMNI One Love Tee
New Era x Alumni
Sweet, airy, melt-in-your-mouth deliciousness! Kam Hing Coffee Shop (118 Baxter Street) is famous for their sponge cake, also known as 纸包蛋糕, or “paper-wrapped cake”. This delicious treat was made popular in Hong Kong and remains an ever-popular staple in Chinatown. The baker at Kam Hing took this iconic chiffon cake to the next level by incorporating nine different flavor options, including green tea, strawberry, and chocolate chip.
ALUMNI World Unity Tee
Alumni of NY Emblem Tee
New Era x Alumni
The modern world changes at breakneck speeds, but places like Grand Tea & Imports (298 Grand Street) remains firm in keeping ancient Chinese traditions and religious practices alive in New York City. This family-owned business opened its doors in 2007 and has been the go-to neighborhood spot for fine imported teas – so much so that the founder, Mr. Liu, is affectionately known by the locals as “Teafucious.” This shop is truly a crucial pillar of Chinatown, so stop on by for a taste of Chinese culture at its finest.
Alumni Box Logo Hoodie
Everyone is doing their part to help our communities survive the pandemic, and Alumni of NY’s unique partnership with Welcome to Chinatown is just one small way that we can all give back to NYC’s most cherished neighborhood. Their in-house collection doesn’t offer a bad selection either. You can support this partnership by buying from the Alumni collection from now until 3/31. You can also donate directly to the Longevity Fund by clicking on the Donate button below. With partners like Alumni of NY and supporters like you, we’re all here to help say, Chinatown will always be open for business.
