Two years after winning the Jamaica International Independence Foreign Song Competition (JIIFSC) with ‘Certified Yardie’, singer Lavie Lujah has launched a line of merchandise bearing that name.
The over 70 products include T-shirts, sneakers, puffer jackets, travel bags, pet hoodies, household accessories, as well as casual and workout leggings. Lavie Lujah said his best-known song influenced the bold business venture.
“After I released ‘Certified Yardie’, it quickly became apparent that the theme of the song resonated well with people, not just Jamaicans. It didn’t take much to convince me that it was not just a song but a product with tremendous potential,” he explained.
All the products are manufactured by Latvian company Printify and available online at https://lujah-nation.printify.me/products. According to Lavie Lujah, with Jamaica an international brand, it was only natural he presents products that reflected the country’s global appeal.
“Our extensive line of products is a reflection of our belief in the range of possibilities of brand CY. It also reflects Lujah Nation’s recognition of the wide diversity of people globally who love and consume anything Jamaican. Our active goal is to increase our line of products over the course of time,” he said.
From rural St. Elizabeth parish in southern Jamaica, Lavie Lujah has lived in Canada for over 20 years, and is a behavior specialist by profession. He began recording songs four years ago and won the inaugural JIIFSC two years ago. Last October, he released ‘I am Lavie Lujah’, his first album.