Shelly-Ann Thompson, Freelance Writer
- PHOTOS BY WINSTON SILL/FREELANCE PHOTOGRAPHER
THE BAGGY jeans and 'yardie' shirts of Yardmanstyle designs have caught the attention of the Australian, German and Japan markets.
Hugh Johnson, Yardmanstyle's chief executive officer and one of the male designers featured at Caribbean Fashionweek 2006, said that after six years, Yardmanstyle is strutting across the globe.
"Established chain stores are coming to us saying, 'we have been watching you and we want your designs'," he said. "Not only Caribbean buyers but also those in the Far East and Europe."
A few weeks ago a contract was signed with 60-member chain store (Johnson does not want to disclose the store's name owing to competition) in Germany. A year ago, Yardmanstyle began shipping to chain stores in Japan.
The 'yardie' culture has definitely propelled Yardmanstyle. "Everybody wants to be a yardie. So that helps with the sales, even in Japan," he reasoned.
On the entertainment side, dancers shot for Shaggy and Barrington Levy's 'Broadway' video were dressed in Yardmanstyle.
The all-male clothing line, which targets the Caribbean/reggae market, is completed with graphic T-shirts, track suits, appliqué shirts, jerseys, baseball caps, head bands, wrist bands, woven shirts and denim jeans of various wash treatments - all signed with the Y logo. Yardmanstyle has also grown to include semi-formal long-sleeved shirts.
"We are not deviating from the street wear, but people are growing up so we want to have clothing to cater for that market."
Johnson is the only black Jamaican CEO of a design company situated on Seventh Avenue, the fashion district of New York. Yardmanstyle shares company with Ralph Lauren, Phat Farm and other world leading designers. The Seventh Avenue office is there to basically showcase to potential buyers.
OUTLETS
Normally found in department stores, Yardmanstyle has expanded to speciality chain stores that have 35 to 40 outlets such as Epic Store, also in the United States.
Johnson says the rise in fashion trends for men to wear closer fitting pants and shirts has not affected his sales.
"I would lose the bulk of my buyers if I reduced the size of my pants or shirts."
While the Jamaican stores mostly buy the medium and small sizes, countries such as Australia want large shirts. "And these are thousands of buyers. I would be committing suicide if I reduced the sizes."
In Jamaica, Yardmanstyle can be found at Collectibles, Lee's Fifth Avenue and Maxie's. Yardmanstyle is also found at stores in Bermuda, Bahamas, Canada and the United Kingdom.
