Why should I have to buy local?

The hashtags "Supportlocal" and "shoplocal" are really trending these days. We want to show off our latest purchases from the Pop-up shops and Upmarkets, proving that we are economically conscious, contributory and a little bit cooler than everyone else. Hey, I do it all the time.

I do it because I too am an entrepreneur in this budding Caribbean fashion climate. I know the challenges and I am genuinely proud of anyone able to overcome the reasons why they can't, and who can produce something worthy of retail and showing off.

I encourage my friends and social media followers to put down the credit cards and give the American online department stores a break. I wear the local styles to convince them that right here in Trinidad we have great clothing and jewellery and they don't need to resort to the cheap stuff fabricated by the hands of young Asian children.

So when I see shows like Tobago Fashion week, I get depressed. We want people to buy locally designed and manufactured merchandise, but we are not designing for them. How can you convince an uber trendy F21 brand follower to buy the garish and outdated looks that we call the "Caribbean Aesthetic". Does "Caribbean" have to mean straw hats and nakedness? Where is the consumer research? Where is the wear-ability? Where is the evidence that these designs were sketched with even a passing thought of who the buyer is? I find it quite stereotypical and unwelcome that this "Caribbean Aesthetic" is being marked by Afro-centric prints and cheap fabric.

Burberry Prorsum S/S 2012 will continue to be one of my most memorable collections to date.
The designer used the motifs we've been doing year after year here in the Caribbean and made it fresh, young and cool.
THIS is what Caribbean or Afro-Caribbean inspired should look like.

Styling , staging and models are of extreme importance to your brand presence. We too often skimp on these things, scouting models who are inexperienced and willing to work for free, and well, stylists? What are those? Caribbean or Tropical motivated themes are by no means new. They have been used time and time again all over the world and with major success. The only ones failing at getting the equation right are US- who actually come from the lands that breed these inspired looks.

Dolce and Gabbana 2012

Stella McCartney Spring 2011

Do not even talk about the quality. I have certainly spent good money on locally made clothing that has literally  fallen apart at the seams. You cannot charge designer prices for poorly made clothing with fabric that can easily be found at any store selling cloth downtown. What makes your clothing special? What makes you different from a seamstress? What is your edge? How are you transforming the resources we have here in the Caribbean and making it your own? I know it is expensive. I'm in it too. Do not jump in head first if you are not ready. What are your plans for sustainability? How are you convincing to people that they should convert from mass market shopping to your product?

I will continue to shop local and remain brand loyal to the designers that are worth the name and support. I can tell you though, that they are few.

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