I Love JA in the Streets Of New York

I Love JA

in the Streets of New Yorkby Ano Okera

They say great minds think alike and this could not be more appropriate than when long time friends Kimberley Lue Lim and Nikeisha Boothe conceived the ‘I Love JA’ brand. I was intro

duced to the shirts when I was performing at the Bitter End in New York earlier this year and it was love at first sight. I totally abandoned what was styled for my performance so I could wear it. And though I upset my stylist, he had to understand that it exemplified the simplicity of my sentiment for Jamaica. After the show, I knew then and there that I was going to eventually creative direct and style a campaign for the line.

According to Kimberley, the inspiration for the line came after being thrust in a cultural melting pot and realizing just how addicted she is to her culture while studying in New York. She was at NYU doing her graduate degree in International Businessand Economic Developme

nt with the hope of going back hometo continue to build Jamaica. While home in 2006, she m

et up with Nikeisha to chat about life and about her new ‘SAI Collection’. Nikeisha has always been known for her unique sense of fashion. She decided to venture in fashion merchandising and has been designing handbags for the “Bag n’ Pan” line under her ‘SAI Collection’, where she has allowed her Jamaican influences to inspire her work. What started out as a casual conversation between the two metamorphed into this amazing brand that speaks to the hearts of all proud

Jamaicans.In fact, the initial responses to the shirtswere phenomenal an

d in January 2007 they both decided to do a test run. With ‘I Love JA’ as a part of the ‘Blouse n’ Skirt’ line of the SAI Collectionthey decided to commence promotions on Facebook. This proved to be a move in the right direction and as the numbers and requests grew, it was clear that this was a viable brand that appeals

to people from all walks of life.

It is a great privilege to introduce Kimberley and Nikeisha as my first Caribbean innovators. They have given me an opportunity to collaborate with Peter Dean to capture their vision. Please allow me to introduce the new brand that is taking over the Streets of New York……'I Love JA’.

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One Love,
Ano Okera
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