Chinese Snowboarder Su Yiming Unveils New Streetwear Brand

Fresh off winning gold in slopestyle and bronze in big air at the 2026 Milano-Cortina Olympics, it’s no secret that Chinese snowboarder Su Yiming has style on a snowboard. Now, he’s bringing that style to the fashion industry.

In an interview with fashion magazine Hypebeast, the 22-year-old revealed his new project: his own personal clothing brand, etitled Süugar. Utilizing themes of self-expression and creativity, Süugar reflects on Yiming’s personality on and off the snow.

“The name plays on my identity, but more importantly, I want everyone to live their lives with positivity, joy and plenty of ‘sweetness’ every single day,” Yiming said in the interview.

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A Fashion Background

Yiming’s new endeavor is not completely foreign to him. In the past, he has worked closely in the design process for his sponsors, including collaborations with popular brands like Burton and Adidas.

“Working closely with brands like Burton and Adidas got me deep into the technical design side, and I realized I had a genuine passion for this space,” Yiming told Hypebeast. “I thought to myself: If I love this so much, why not start my own brand where I can dedicate more time, energy, and fully articulate my own vision? It just evolved naturally from there.”

Throughout his career, Yiming has been known for his unique sense of fashion. He is often seen wearing street-inspired clothing brands like Carhartt WIP, BAPE, Louis Vuitton, Cartier, and Adidas.

Despite his background and interest in clothing, he still considers himself a beginner designer with a long journey ahead of him.

“In commerce and streetwear, I am a complete novice with so much left to explore and learn,” he said. “To draw an analogy to snowboarding, my ultimate goal repeats every four years with the Olympics, but the moment one cycle ends, a new one begins with the World Championships or the next Games. The same applies to fashion. I want to continuously build my brand well, inspire more people, and let them feel the joy behind what we do.”

Yiming plans to start with snowboard-focused outerwear before moving into streetwear and lifestyle apparel. He also plans to center Süugar’s brand around a butterfly motif, which has followed him throughout his career.

“The butterfly doesn’t just mimic the shape of my silhouette when I’m mid-air; it represents my deep yearning for freedom,” the snowboarder said. 

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A Successful Olympic Career

At just 22 years old, Yiming has already claimed two Olympic gold medals: one in big air from the 2022 Beijing Olympics, and another in slopestyle from the 2026 Milano-Cortina Olympics. He was only 18 when he won his first gold.

Yiming has also made a name for himself on the World Cup circuit, dominating in the competitions leading up to the 2026 Games. 

Although he has not provided any samples or a release date for Süugar, snowboarders around the world have another clothing brand to put on their radar. And as the 2026-27 competition season rolls around, keep an eye on Su Yiming. Because not only is he likely to dominate the competition, but he just might tease some of his new designs.