They say the road to Hell is paved with good intentions. I believe something similar occurred with the ever popular SupportLocal hashtag within the fashion community of Trinidad and Tobago. In an attempt to bring attention to locally created fashion design, every post on social media bore #SupportLocal. It was catchy so it caught on, yet I can't help feeling that it has done more hurt to the industry.
Trinis have a problem with the idea of anything local. If it comes from Trinidad, we believe it is somehow inferior.This is because it is commonly found that Trinidadian people have a lack lustre work ethic, and this attitude must be reflected in the craftsmanship and quality of whatever they create. I am not going to say no.It is true. A lot of Trinidadian entrepreneurs do not have what it takes. I am not talking about talent, but drive and diligence. That said, a lot of them do have it. By attaching the word "local" to fashion produced here has done two things, it has attached the stereotype of poor quality, and it has imposed a fence around our fashion, guarding it from having international appeal.
The Support Local movement was created to stimulate economic activity here. We have the resources to provide attractive fashion right in our country, yet so much shopping is abroad through Online purchases or through travelling with the purpose of buying fashion. I much prefer to encourage local/ regional people to "ShopCaribbean" in order to develop our industry and have it seen as a valuable resource. The difference between "SupportLocal" and "ShopCaribbean/ShopLocal" is that the word "Support" is often attached to causes which need your patronage and charity. Frankly it means "Give us some money please. We really need it". People know what you mean even when you sugarcoat it with words like "Support" when you mean "Give", "Pay" and "buy". Fashion is a business! Be straightforward! We want you to shop and buy fashion made in your region! Most importantly, the difference between asking people to support and asking them to shop, is that lending support is done from an emotional place. I don't want people to buy Caribbean fashion because they feel they need to give something to these struggling designers. I want people to Shop Caribbean because there are amazing designers here who make fantastic clothing and accessories. I would never ask someone to "support local" and buy something that is irrelevant in the international fashion climate, nor things that are cheap and ugly. Lastly, we want to encourage people to build brand loyalties with Caribbean labels. Asking for their support is like asking them to throw a quarter in your cup; it doesn't imply an ongoing relationship, it feels like a one-time thing.
I want Caribbean labels to be on the tip of your tongue like international ones. I don't want them grouped as "local designers", but just designers in their own right! The regional market is too small to keep building this barrier and locking in fashion made in the Caribbean. For the industry to thrive we need to reach the world.
#ShopBeautifulPieces #UniquePieces #HandmadeWithLove #IknowWhoMadeMyClothes
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