‘Wear Jamaica Fi Summa’ Campaign urges shoppers to put local fashion into the spotlight

Jamaican fashion is getting a major summer push as Things Jamaican turns the spotlight on 25 local designers, aiming to turn homegrown labels into household names.
The 65-year-old government-owned retail brand, operated by the Jamaica Business Development Corporation (JBDC), has launched its ‘Wear Jamaica Fi Summa’ campaign, encouraging consumers to swap imported fashions for locally made pieces during one of the island’s busiest seasons.
Running from July to September, the initiative showcases a wide range of Jamaican-made products, including resort wear, swimwear, menswear, jewellery, handbags, footwear, crochet designs and straw accessories.
Janine Fletcher-Taylor, manager of the JBDC’s Marketing Services Unit, said the campaign is not about creating a fashion identity from scratch — it is about putting a brighter spotlight on one that already exists.
“The campaign seeks to expose something that already exists,” she said.
According to Fletcher-Taylor, Jamaican fashion is heavily influenced by the island’s climate, entertainment scene, lifestyle and creative culture.
Nowhere is that more obvious than in resort and beachwear, which she described as “Easy, breezy, comfortable, and very much aligned with our climate and our environment.”
With summer bringing a packed calendar of parties, festivals, beach outings, tourism activities and national celebrations, Things Jamaican sees an opportunity to put local fashion at the centre of the Jamaican experience.
“The tourism, the fashion, the craft, everything is coming together. The entertainment, the culture. It’s one big pie of opportunity, but it works better when it is coordinated and when it is infused,” Fletcher-Taylor said.
But the campaign is about more than boosting sales for the featured designers.
JBDC wants shoppers to remember the names behind the products — and eventually walk into stores specifically asking for Jamaican brands.
“We would want the brand to be such that persons can recall who they are and challenge retailers to retail their products and sell their products,” Fletcher-Taylor said.
She also challenged local designers to think beyond making individual pieces and start building brands capable of competing in the global fashion market.
“You cannot make a product and live on that product for 20 years. This is not that kind of market,” she said.
Through its technical and marketing teams, the JBDC assists entrepreneurs with product and collection development, branding, storytelling, merchandising and market access. Things Jamaican provides another crucial link by giving local producers a retail platform to reach consumers.
Fletcher-Taylor believes entrepreneurs should see fashion as more than a creative outlet.
“Don’t just make things. Make it with a view that you have the potential to participate in a multi-billion-dollar industry,” she said.
Consumers are being challenged to make at least one Jamaican fashion purchase this summer — whether it is earrings, a handbag, swimsuit, shirt, sandals, tote or straw hat.
“We’re not talking from head to toe but, if you want to do head to toe, sure,” Fletcher-Taylor said. “Whatever you choose to put on, we are challenging our consumers to wear Jamaica because there’s a global attraction to it.”
The featured brands include Sha-Jay Williams, Natalee Samuels, Lannaman Gems, Merline Williams, Tyrell’s Craft, Tricia Handmade, Jewellery Essentials, Carl Willis, Yellowbird Creative, Sidcile, Dane McClean, Broadtail Design, Judith Daley, Bag & Pan Handmade, Annette McIntosh, Nigel Jones, Safari Swimwear, The Clothing Manipulator, Young Addiction, Zandreen Richards, Bridgette Dunkley, Vintage Chic, To the T, and Treasure Beach Women’s Group.