PROJECT – Riddim Driven

By - August 30th, 2007

PROJECT   Riddim Driven

Started just as a record store in downtown Kingston, Jamaica, through dedication, the late Victor “Randy” Chin and Patricia Chin, have transformed VP Records into a successful independent record labels, the largest of its kind, for reggae and dancehall reggae. At PROJECT this year, VP Records showcased their next venture – apparels that are rooted in the rich Jamaican culture and heritage. Though Jamaica-theme apparels, such Rastafarian colorways and graphics, been quite popular over the years. Mrs. Chin and her team felt the majority do not truly represent Jamaica and way of life there. Through Riddim Driven, they hope to express a more genuine definition of lifestyle in Jamaica, such as the representations of cricket, the favorite national past time, on t-shirts or polos. Plus new interpretations of classics, like graphics of the Jamaican flag, in a completely different colorways on a jacket, as well as its take on the classic M-65 field jacket.

Most items seen here will be release as part of Riddim Driven’s Spring/Summer 2008 Collection. For retailer locations, please see its website for more details.

> Riddim Driven

More photos after the jump…

PROJECT   Riddim Driven