DI BLOG

We know our creative industries need stronger markets, better infrastructure, more support. The hard part is deciding what we will actually do, who will own it, and how it will be executed.

I did not want an AI model simply because it was fashionable. I wanted a permanent brand ambassador. Someone who could represent our fashion brand today. Our game tomorrow. Our concierge app after that. Someone who would always remain on brand.

By now, you’ve probably realized that SIIM isn’t just a tidy likkle ting you can put on a shelf. I don’t do ordinary. I do everything at once. Picture a chaotic kitchen with Thai curry bubbling next to some Gungo Rice and Peas. Imagine a cookbook full of stories or a storybook full of recipes. My playlists bounce between Kingston, Amsterdam, and Detroit. And let’s not forget the idle-but-not-so-idle talk of online games that take you on a run through streets of somewhere you’

If "A Conversation with SIIM: On Being Jamaican, Becoming a Brand" was about the who behind SIIM, then this one is about the how…and the how much. The Fabric of My Journey “One Bagga Claat” in Jamaican Patwa literally means a bag of cloth (yes, fabric is where this all started). But it can also mean a whole heap of drama. In my world, it’s both. The cloth part? That’s obvious: SIIM began with fashion. The drama? That’s the abundance of experiences, skills, and stubborn Jamaic

We’re not here to repeat what’s already been done. We're not here to perform “Jamaicanness” in expected ways.

Design is an integral part of human existence and survival, and survival is determined by the rules of the society we keep...