Reggae Rags

Reggae means many things to many people. To some it is simply a genre of music that falls between Rocksteady and Dancehall. Some see it as a culture, some a spiritual vibe, and to others it is life itself. Eric Jones sees Reggae as more than an appreciation of the One Drop rhythm, to him it is a movement. But there was a flaw in the distribution of his beloved music that he could not move past. Reggae music lacked a unified method of getting records, cds, posters, and, yes, clothing to the masses. With some creative thought, tremendous vision and a lot of faith he started ReggaeCD.com. In 1996 this was a revolutionary concept. A one-stop internet shopping experience that provided fans of Reggae with an e-commerce platform? It simply wasn’t done that way.

That was eight years and thousands of sales ago. Today Mr. Jones enjoys a worldwide distribution network for all Reggae paraphernalia, as well as a record label, publishing company and more. With all of this success in the niche he carved for himself he began to wonder what new challenges were out there for him to address. In response to that questioning Reggae Rags was born in 2002. A Reggae clothing line is not unusual in and of itself, but Mr. Jones used his business experience to set himself apart.

In an unprecedented marketing blitz, Reggae Rags clothing was prominently featured in all of the summer Caribbean concerts. The Reggae Rags models donned creatively cut out t-shirts and made the name memorable in the eyes of both male and female concertgoers. His line was featured in the Celebrity Fashion Show as part of the Irie Jamboree four-day event. Reggae Rags was also one of a handful of designers who provided mini shows during the band changes at Carifest. And who can forget their famous conquering lion stepping off the chest of Freddie McGregor as he crooned his love songs at the Irie Jamboree. This type of marketing savvy is usually missing in the Caribbean fashion houses, a point not lost on Mr. Jones who stated, “We just have to constantly stay out there in the eyes of the consumer because there is more to come. We have designers that are producing a more extensive line that will be unveiled in the near future. This is just the beginning.”

-By Odette Flemming

www.reggaerags.com