Since moving to Los Angeles just over 10 years ago, Jamaican Fernando Edwards has done the entertainment/lifestyle rounds. He has acted in movies, directed and starred in his own half-hour drama and operated a catering service.
In December, Edwards launched the Jamroc Dept. clothing line. He told this column that the 43 pieces in its catalog reflect his patriotism. “When designing, we keep in mind the diverse demographic inspired by the Jamaican motto, ‘Out of Many, One People’, reflecting the unity across the Caribbean and the entire country,” he said.
Edwards designed the pieces which comprise mainly urban wear — T-shirts, sweatshirts, sweatpants, and hoodies. He disclosed that the entire collection is “inspired by Jamaican culture and flavors” which made coming up with ideas easier.
“Designing has always been a part of who I am, and while I haven’t had formal training, I’ve always utilized my imagination. Imagination plays a huge role in my creative process,” Edwards explained.
From Clarendon parish in central Jamaica, Edwards is a graduate of Missouri Baptist University where he earned a bachelor’s degree in business management.
He has his eyes set on the lucrative hip hop/dancehall market that has made similar fashion lines such as FUBU, Sean John and Cooyah (in Jamaica) a hit with fans of those genres.
A partner in the Taste of Flava catering company, he has appeared in movies such as ‘She Ball’, a 2020 comedy starring Nick Cannon, Cedric the Entertainer and Chris Brown. Last April, he made his directorial debut with ‘Rooted Betrayal ‘, an independent movie released by Amazon Prime.
