KINGSTON, Jamaica — Jamaican-born filmmaker, director and founder of clothing brand Jamroc Dept Fernando Edwards has released a new collection in honour of Reggae Month, dubbed “Roots. Rhythm. Legacy.”

“The collection officially launches February 1st, marking the start of Reggae Month. I was watching the Grammys at the time, seeing Jamaican culture celebrated on a global stage — it felt like the perfect moment to release something rooted in heritage and purpose,” Edwards told Observer Online.

A model wearing Jamroc Dept’s new collection “Roots. Rhythm. Legacy.”

The original pieces are available for purchase on Jamroc Dept’s website. The collection includes premium oversized tees, graphic statement shirts and the Reggae Month Legacy Urban Hoodie. Each piece blends Jamaican heritage with modern streetwear aesthetics.

Adding that consumer feedback has been positive, so far, especially as it relates to cultural storytelling, Edwards said that each piece is deliberate in conveying the rich essence of the genre.

A model wearing Jamroc Dept’s new collection “Roots. Rhythm. Legacy.”

“This collection was inspired by reggae’s roots in Jamaica and its worldwide influence. Reggae represents unity, resilience and truth. Every design honours that legacy while speaking to today’s generation,” he explained.

Based in Los Angeles, Edwards attended the Edwin Allen High School in Clarendon briefly before moving to Portmore. After moving to Los Angeles, he started a catering business and became an actor/director in projects such as She Ball in 2020 and the 2023 crime thriller, Rooted Betrayal.

“My goal is to celebrate Jamaican culture globally while inspiring people to wear their roots with pride. This isn’t trendwear — it’s legacy. I want Jamroc Dept to stand for unity, purpose and cultural elevation through fashion,” he said.