A Conversation with SIIM: On Being Jamaican, Becoming a Brand

“Every Jamaican you meet has their own sense of reality. That’s what makes us bold. That’s what makes us unbothered. That’s what makes us… us.” — SiiM

When people hear the word "Jamaican," a few images spring to mind. We’re often seen through the lens of music, athletics, or the ganja-smoking beach philosopher. But rarely are Jamaicans seen as cosmopolitan, intellectual, or multi-ethnic—despite the fact that many of us are all three.

Even here at home, I’ve had people ask if I’m Japanese (Japanese, though?), as though someone who looks and behaves like me couldn’t possibly be born and raised in Kingston. But I am. And I represent a Jamaica that often goes unseen.

I am part of a multiracial, multicultural Jamaica. Not just African and British, but Spanish, Arab, German, Chinese, Indian, Scottish, Hungarian, Taino. I’m one of the many Jamaicans whose identity is layered, complex, and global. Our motto—Out of many, one people—is more than a slogan. It’s a reality. And it’s one of, if not our greatest strength.

Leaning Into Complexity

SIIM, the brand, was born out of this space: a desire to express what it truly means to be Jamaican—outside the stereotypes. Our vision leans into what Jamaica really is: a nation built on migration, integration, and unapologetic individuality.

We’re not here to repeat what’s already been done. We're not here to perform “Jamaicanness” in expected ways. You won’t see us leading with clichés. You will see humor, irreverence, intellect, innovation, and serious creative energy. From animation and software design to fashion, gastronomy, and film—there is an entire cultural vocabulary in Jamaica that rarely gets the spotlight. SIIM exists to change that.

The Spirit of the Brand

There’s something uniquely Jamaican about carving your own reality and living it loud. Every Jamaican I know walks with a kind of internal certainty—a refusal to be defined by others. That is the essence of SIIM.

SIIM (the brand persona) is me yes (for now), but SIIM-the-brand is more of an idea. SIIM, like me, is a woman. An architect. A fashion designer. A traveler. A cook. A storyteller. A speaker of two tongues—Patwa and the Queen’s English. A walking paradox. A Caribbean futurist. A Jamaican, yes, but not the Jamaican you might be expecting.

On Culture, Sound, and Legacy

Kingston, my hometown, is a UNESCO Creative City of Music. Kingston gave the world mento, ska, rocksteady, reggae, dancehall—and dub, the root of global electronic music. From dubstep to drum and bass, from sampling to sound system culture, the echoes of Jamaica reverberate across the globe.

And yet, one thing we haven’t fully claimed is electronic dance music—despite seeding the sound. I believe that needs to change. It haffi change. But, I digress...

SIIM in the World

SIIM isn't just a brand for Jamaica. It’s for the diaspora—and for anyone whose identity is in motion. We want to be known in the Caribbean, the UK, the US, Canada, Europe, Japan and anywhere Jamaican culture has left its imprint. From Brixton to Brooklyn, Port of Spain to Toronto.

Jamaica has long exported its culture, style, language, and rhythm. Even now, Londoners say Wha’Gwaan like it’s theirs. (And in many ways, it is.) In 2023, a UK MP even addressed Parliament in Patwa. Go deh Minista!

That’s cultural impact. That’s reach. That’s what we mean when we say SIIM is about Reverse Colonialism—our rhythms in your headphones, our fabrics on your bodies, our language in your mouth.

What’s Next

This post is the first in a series tracing SiiM’s journey to SIIM—from girlhood in Kingston to global wanderer, from architectural designer to fashion brand founder. Gallivant, the book, captures the journey that sparked it all. The line that followed (fluid, flattering, intentionally unstructured) emerged from real movement through spaces and cultures.

Over the next few months, we’ll take you behind the seams. From early sketches to signature silhouettes. From Spanish Town to Southeast Asia. From sound system and street dance to runway sashay. Because SIIM isn’t just a fashion brand. It’s a rhythm. A way of thinking. A challenge. A vibe. It’s a lifestyle.

Cyah Style Me! [You can't outdo me/ I define my own style]