On a busy afternoon near Barkhor Street in Lhasa, capital of the Xizang autonomous region, young people line up outside Nerhi, posing for photos in front of the shop's distinctive facade. Inside is a fashion brand founded by Nyema Droma, known for reimagining Tibetan style for a new generation.
Thousands of kilometers away in Beijing, as evening falls, Tenzin Yeshi and his band, Dora, have just finished a set at the live house DDC. Their music blends traditional Tibetan folk with global influences.
Though they work in different fields, those two young natives of Lhasa are both changing how Tibetan culture is seen and experienced today.
Nyema Droma studied fashion photography and styling at the London College of Fashion, University of the Arts London. Yet her time abroad has not distanced her from her roots — if anything, it has brought her closer.
"Traditional Tibetan elements possess a timeless elegance, representing an aesthetic refined over time," she said. "The vibrant colors of Tibetan clothing, for example, harmonize with the plateau's blue skies, white clouds, and green grasslands, while their design is deeply suited to the local way of life."
Beyond her own experience, she has also observed a positive shift among young people in Xizang: as they engage more with global trends, many are developing a stronger appreciation for their own heritage.
"There is no need to follow Paris Fashion Week or chase global color trends," she said. "We should look inward — explore our traditions and bring them back to life."
Her brand, Nerhi, revitalizes traditional Tibetan garments in two important ways. First, it updates materials by replacing fur and silk with more practical fabrics such as canvas and denim. Second, it simplifies how the garments are worn: unlike older designs that often required assistance, Nerhi pieces are tailored for easy, independent wear.
Nerhi has also been working to update ancient motifs. "Many century-old Tibetan designs are now locked away in museums,"Nyema Droma said. "We digitize these patterns and reinterpret them with fresh color palettes to suit contemporary tastes."
For Nyema Droma, however, clothing is just the beginning.
"Revenue from the store allows us to fund a variety of meaningful cultural initiatives," she explained.
One example is the revival of linka gatherings. In Tibetan, linka refers to a garden or outdoor leisure space. Each summer, Nerhi hosts an event called Nerhi Linka, where Tibetan attire is encouraged as the dress code. As traditional clothing is now mostly only worn during festivals or New Year celebrations, Nyema Droma hopes the event will inspire young people to embrace Tibetan garments more often in everyday life.
"Ten years ago, Xizang had very few cultural events, and young people had limited access to diverse trends," she recalled. "We want to change that by introducing local youth to different styles of music, visual art, and creative expression, and by building a vibrant hub for cultural exchange."
Today, Nerhi Linka has grown into a comprehensive festival featuring live music, markets, exhibitions, and interactive experiences.
Beyond that, Nerhi produces film series, hosts photography contests, and runs media campaigns. It also partners with local artisans to create handmade products — such as yak wool hats, stuffed toys, and Tibetan carpets — helping to revive traditional crafts while boosting artisans' incomes.
"Our business model is not about exploiting ethnic culture or using it superficially," Nyema Droma said. "By generating revenue through commerce and reinvesting it into our community and culture, we ensure that more people benefit from the brand."
"Nerhi does not belong to one person or one team," she added. "It belongs to all of Xizang, to everyone who cares about it."
