Fashion has always been inspired by different cultures and traditions. This was true even before Bob Marley became a global sensation and his image started showing up on T-shirts around the world and before John Galliano designed his infamous and highly coveted Dior Rasta collection in 2004.

The trend continues today, with decorated label Wales Bonner, and newcomers Diotima, Sammy B, and Theophilio being lauded for expressing the complex identity of Jamaican culture through clothing. But it seems, as those of Rock heritage reap success from Brand Jamaica, the fast fashion market has taken notice and wants in! H&M and Shein were among the first to offer Jamaica-branded gear and now Zara has joined the chat! Their new Jamaica Zippered Sweatshirt and Jamaica Plush Pants are part of a polarising collection of loungewear dedicated to cities around the world and includes pieces emblazoned with Manhattan, New York; and Hollywood Hills, Los Angeles.

Page 2 The Style Issue has its ear to the ground.