What we wear says something about where we are going, how we feel and what we represent. That is the energy behind Things Jamaican’s Wear Jamaica Fi Summa campaign, which runs from July to September 2026 and highlights 25 Jamaican fashion and accessory brands.
From swimwear and resort pieces to jewellery, bags, T-shirts, sandals, totes and statement accessories, the campaign invites you to discover local designers and make Jamaican-made pieces part of your summer look.
The Entrepreneur Weekly presents five reasons to Wear Jamaica Fi Summa.
1. Jamaican fashion already has its own identity
Jamaican style does not have to be invented. It already exists in how we dress for the heat, the music, the movement and the moment.
As Janine Fletcher-Taylor, Manager of Marketing Services at the JBDC, explains, “The campaign seeks to expose something that already exists.” She describes Jamaican resort and beachwear as “easy, breezy, comfortable, and very much aligned with our climate and our environment.”
2. It fits the spirit of Emancipation and Independence
Summer is also one of the most meaningful periods in Jamaica’s national calendar.
Emancipation and Independence remind us of freedom, identity, pride and belonging. During this time, Jamaicans are more aware of how they represent country through music, food, language, colour and fashion.
Wearing Jamaica does not mean dressing in black, green and gold from head to toe. It can be one pair of earrings, a tote, a swimsuit, a T-shirt, an ankle bracelet, a crochet bag or a pair of sandals.
The point is to include local fashion in how you show up.
3. You help local designers become household names
Every Jamaican-made piece has a designer, artisan or small business behind it. When you choose local fashion, you are helping Jamaican brands become more visible, more recognisable and more valued in the marketplace.
The Wear Jamaica campaign features brands such as Sha-Jay Williams; Natalee Samuels; Lannaman Gems; Merline Williams; Tyrell’s Craft; Tricia Handamde; Jewellery Essentials; Carl Willis; Yellowbird Creative; Sidcile; Dane Mcclean; Broadtail Design; Kerry Madisyn; 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 Womens Group.
Together, they represent a mix of jewellery, clutches, totes, swimwear, resort wear, children’s accessories and handcrafted statement pieces.
4. Local pieces are made for Jamaican summer living
Jamaican summer calls for pieces that are comfortable, expressive and easy to move in.
Whether you are going to the beach, a party, brunch, a hotel stay, a family event or an Independence celebration, local designers are creating pieces that fit the season.
A pair of handcrafted statement earrings can elevate a simple outfit. One Jamaican-made item can change the whole energy of your look.
5. It turns culture into commerce
The world recognises our music, language, food, rhythm and attitude. Fashion is another way to carry that culture forward.
Wear Jamaica encourages consumers to know the names behind the designs and wear them with pride. It also challenges local designers to think beyond individual items and build brands that can grow.
As Fletcher-Taylor says, “Don’t just make things. Make it with a view that you have the potential to participate in a multi-billion-dollar industry.”
Wear Jamaica Fi Summa
This summer, choose at least one Jamaican-made piece and make it part of your look.
Shop the collection online at www.thingsjamaicanshopping.com or visit Things Jamaican at Devon House, the Norman Manley International Airport (NMIA) or 14 Camp Road.
