Wray & Nephew Overproof Rum x Diotima

Style Observer (SO): Tell us about the just-launched Jamaica Wins The World campaign for the FIFA World Cup 2026.

Pour, sip, enjoy.(Photo: IG/@diotima.world)

J Wray & Nephew: As Jamaica’s iconic spirit, Wray & Nephew announced the launch of the campaign — developed in partnership with Brooklyn-based CHÉ Creative — which is rooted in the story of the Jamaican Diaspora’s far-reaching global influence. From music and rhythm to fashion and culture, the imprint of the diaspora can be felt across borders and throughout the football world. Jamaica’s sound, spirit and style continue to travel, shaping communities and inspiring fans around the globe, even when the national team is not on the pitch.

Created primarily for Jamaicans living abroad and those connected to the culture around the world, the campaign celebrates the diaspora’s enduring influence on the global game, inviting supporters everywhere to proudly represent Jamaica throughout the tournament, regardless of which team they are backing.

Diotima Founder & Creative Director Rachel Scott ‘Wrays’ a glass with Wray & Nephew White Overproof Rum. (Photo: IG/@diotima.world)

To mark the occasion, J Wray & Nephew, the 200-year-old spirits company, unveiled a limited-edition collection that sits at the intersection of fashion, culture and national pride, offering fans a stylish way to showcase their Jamaican roots at matches, watch parties and beyond.

Timed to coincide with kick-off, the exclusive collectable two-piece, small-batch capsule of 30, draws inspiration from the Jamaican flag. The first design, created in collaboration with Rachel Scott, founder and creative director of Diotima, features a 100 per cent silk oversized flag designed to be worn as a headscarf, top or statement accessory.

Diotima Founder & Creative Director Rachel Scott (Photo: IG/@diotima.world)

Scott — recipient of the CFDA Fashion Awards Vision Award and named American Womenswear Designer of the Year in 2024 — incorporates Jamaica’s signature black, gold and green palette alongside a double-sided silhouette of the Jamaican Poinsettia, commonly known as the Pride of Jamaica, creating a wearable tribute to home, heritage and identity.

SO: But what does the designer herself have to say about the collaboration?

It’s all in the details…Diotima x Wray Rum___5440

Rachel Scott: This collaboration felt like a natural extension of what Diotima has always been about — craft that carries cultural weight. “Applying the house’s signature broderie anglaise embroidery to something rooted in Jamaican identity felt deeply personal. As a Jamaican, it means something to contribute to how we show up globally — on our own terms and in our own aesthetic language.

Back to the J Wray & Nephew team…

“I wanted to work with a motif that nods to the vegetation of the island, it cuts away at the fabric with embroidery, and we used the colour of the [Jamaican] flags, and the colours of Wray & Nephew…” Rachel Scott, founder & creative director, Diotima. (Photo: IG/@diotima.world)

SO: Tell us about the second piece in the capsule collection.

J Wray & Nephew: The second piece, in collaboration with Nurse Signs by painter Cleark “Nurse” James, uses his iconic hand-painted lettering design of ‘Jamaica Wins the World’, skilfully printed in the national colours motif.

Grammy-nominated singer/songwriter Shenseea brings her characteristic edge to the campaign.

To set this in motion, Wray & Nephew tapped into a powerful collective of Jamaican artists known for taking the culture from the island to the world. Leading the roll-out is Grammy-nominated singer/songwriter Shenseea, who sets the tone and anchors Wray’s Influencer Collective, amplifying the wearable flag and hosting a high-energy watch party.

SO: The question remains: Will the ‘Wray Flag’ strike a chord with fans this summer of football?

Created in partnership with Nurse Signs by painter Cleark “Nurse” James, the second piece spotlights his celebrated hand-painted ‘Jamaica Wins the World’ lettering, artfully reproduced in a vibrant national colours motif.

J Wray & Nephew: A testament to Jamaican pride, something to wave and wear, this two-piece collectable capsule is designed to resonate with football fans as they ‘Wrays’ a glass with Wray & Nephew.

Fans are encouraged to use #jamaicawinstheworld and follow @wrayandnephewus and @wrayandnephewcanada and @wrayrum on Instagram.

Rachel Scott styles the Wray FlagCourtesy of J Wray & Nephew