In August 2005, the story and style of reggae gave birth to a new line of clothing for Riddim Driven Apparel, a division of VP Records.
The Spring ’06 Collection, which features men’s clothing, was just launched. It includes wovens, polos, Lenin derbys, track jackets, knits and washed/ treated silk screened and embroidered cotton tees. Riddim Driven began in 2002 mainly selling T-shirts and accessories in New York, Japan, and Canada.
Brand Manager Damion Wongsang wants the new line to impress Riddim Driven’s former consumers and says that it will include a women’s clothing line in the future.
“I want it to be a full-pledge, one stop shop to everything you would want, from clothing, to watches, sneakers, belts, and everything else,” Wongsang said.
Hasan Stewart, a model and junior at Stony Brook University said that even without all those items, the new collection is very impressive.
”It’s more fashionable than anything I’ve ever seen. The colors are so vibrant and the style and designs are edgy and creative,” Stewart said. “It just fits the Jamaican/ Caribbean culture.”
Stewart explained that no matter what appeared on the clothing, from the Jamaican flag to the Lion of Judah to revolutionist Paul Bogle, the evidence of the music and spirit of the people resound through the entire line.
Wongsang hopes that along with the quality, look and feel of Riddim Driven, such sentiments will be what drives customers to not only buy the clothes, but fall in love with the brand as well.
Riddim Driven clothing can be purchased nationwide at Virgin Megastore locations, Up Against the Wall in the Washington D.C. metropolitan area, True in San Francisco, Hurricane in Hollywood, Reggaerear in South Beach, Christophers in SoHo, and Jaisel Apparel in Canada, karamaloop.com, and digitalgravel.com.