chöke

Founded in London in 2024 by Central Saint Martins student Neil Zhao, Chöke is an emerging independent fashion project that treats clothing as a language for cultural observation. Born in Australia to Chinese parents and raised across China and Norway, Zhao channels his experiences of cultural displacement into a design vocabulary that is irreverent, unserious, and highly conceptual. The brand’s name itself stems from a playful Norwegian phrase used in the founder's old Instagram handle, reflecting its subversive and fluid identity.

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