The platinum-recording artiste made the announcement last week via his social media pages. He revealed that the brand’s name is inspired by his hometown roots, as well as the strong dancehall and sound system culture of Rae Town.
“I was born and raised in Kingston, Jamaica … and if anybody knows about dancehall music and the cultural music of Jamaica, Rae Town is where the sound system culture came from,” his Instagram post read.
“Local deejays, or as we call them in Jamaica, selectors, would put massive speaker boxes in the streets and people would keep dances outside in the streets, and Rae Town was a place that was very popular and everybody would come down to Rae Town for these notorious street dances,” his post continued.
Rae Town Apparel includes tank tops, T-shirts, pull overs, and hats for males and females. The line includes enamel pins and stickers.
“Me being in dancehall music and being so successful at bringing it to the mainstream, I found it only fitting to name our apparel company Rae Town,” he added.
The entire Rae Town collection is currently available for purchase online.
Shaggy, given name Orville Burrell, joins a list of dancehall/reggae acts who have ventured into the business industry. Last summer, Alkaline debuted his Vendetta Fam clothing line on Caribbean Fashionweek, held at Villa Ronai property in the hills of St Andrew.
Shaggy is known for hits including Angel, In the Summertime, Oh Carolina, and Boombastic. In 1996 he won the Grammy for Best Reggae Album with the album Boombastic.
— Simone Morgan-Lindo
via The Jamaica Observer