KINGSTON, Jamaica— Jamaica’s culture and fashion brand, Cooyah, is set to unveil a new collection at one of New York City’s most prestigious charity events, the American Friends of Jamaica (AFJ) Hummingbird Gala, to be held at the Plaza Hotel on Friday.

AFJ’s Hummingbird Gala is an annual fundraiser that honours leading personalities who are contributing to Jamaica’s development. This year’s honorees include Jamaican singer, songwriter, model and actress Grace Jones.

The charity event also supports essential education, healthcare, and disaster relief programs, Cooyah said in a press release on Friday.

A specially curated Cooyah Pop-up shop will present looks from its new women’s resort collection as well as polos, buttoned-down shirts, and special edition jackets. Cooyah will contribute part of the proceeds from sales to the charity, the clothing brand said.

“We are happy to collaborate with AFJ in this way as the Gala provides a platform for the diaspora to unite for impactful causes. This aligns seamlessly with the AFJ’s commitment to advancing education and healthcare for vulnerable communities in Jamaica,” said Managing Partner of Cooyah, Gary Codner.

“Our involvement underscores our commitment to celebrating Jamaican culture and giving back in tangible ways. After a challenging year for Jamaicans, from hurricanes to earthquakes, it is essential to make a meaningful contribution that reflects the roots and vitality of our brand,” Codner added.

The streetwear label said it will give a one-of-a-kind T-shirt, which was created in collaboration with Blue Mahoe, to each attendee at the gala. Cooyah added that original artwork by celebrated artist Homer Bair will be on display and auctioned to support the gala’s fundraising efforts.

“Cooyah was fashioned with a mission to promote authentic Jamaican culture. Through its designs and collaborations with creatives at home and in the diaspora, the brand continues to elevate Jamaican influence on the global stage,” Cooyah said.

This year’s gala is expected to be an extraordinary celebration of the island’s impact on global culture with performances at the after party from Baby Cham, Lukie D, and Max Glazer.

Following Friday’s gala, Cooyah’s new collection will be on display at Miss Lily’s Saturday brunch on October 26 from noon to 4:00pm.