There is something in the New York air that makes sleep useless for these four brothers from Manchester city in England who travel all the way to NYC every Christmas without fail.
Dressed in striped turbans and stand-out sweaters, literally cut out from the same cloth, Kush, Major, Jarnail and Archie Singh also wear identical smiles that warm the hearts of many New Yorkers stopping by just to ‘pose and prate’ with the brothers.
“It’s become a family tradition. It’s been seven years since we have been going to New York every year during Christmas,” Kush Singh, the eldest of the four told SBS Punjabi.
“Americans love us Sikhs. They stop us when they spot our turbans and talk to us and want to know more about our religion. We feel very special,” he added. 
But the transatlantic trip is not just not all pleasure, it means business too.
Singh brothers posing with a NYC resident Source: Supplied
The quartette has an agenda and that is to take their family business of fashion to the Big Apple where they intend to market their own line of merchandise including the almost funny looking reindeer jumpers.
“We are in talks with at least three department stores including Macy's. We are looking to launch our own clothing line in that part of the world by December next year,” told Mr Singh.
During their recent jaunt, the Singhs have been waking up at the crack of dawn and strutting in the NYC streets in their matching gear to subtly promote their merchandise, besides spreading the Christmas cheer.
“We have got an overwhelming response so far. People love our jumpers, the stars and the stripes; they get attracted to them,” said Mr Singh who along with his siblings intends to change and beautify the trend of “ugly” Christmas jumpers. 
“These jumpers aren’t ugly,” insisted Mr Singh.
Singh brothers on their recent trip to New York Source: Supplied
But above all, he claimed the motive of their tradition is to put Sikhism on the world map.
“We want to put Sikhism on the map. We want to put the word out there that we are unique, we love everyone, and we have time for everyone in the world. And we love it when that love is returned.” 
Mr Singh clarified that while he and his brothers might be looked upon by the world as "Sikh ambassadors", but “like our father always points it out, it’s not ‘you’ they respect and bow down to; it’s to your Guru and his teachings".”
Sikhs love everyone and everyone loves Sikhs, says Kush Singh Source: Supplied
