Fidge Fletcher, Contributor
Nathan Amar, founder, creative director and brainchild behind the innovative, explosive and bold clothing brand WE ARE MASSIV, had their pop up shop on December 19th at Base Kingston and Belle in collaboration with Red Stripe and Major Lazer, which was a complete success.
Amar has always had fashion and music in his blood. Born and raised in Brooklyn, New York, and having reggae influences all around him, he grew up with close family friends such as Third World and having fashion influences from his mom. He always had a connection and love for reggae music. He shared that when he was younger, most of his friends were going to raves while he was going to reggae festivals and reggae concerts.
A couple years ago, Amar started the clothing brand Rebel Roots which was sold in the iconic Los Angeles clothing store Fred Segal. Rebel Roots was very successful for many years with T-shirts such as 'Babylon is Falling' worn by celebrities as Rihanna and Sean Paul. After having years of success with the brand, he wanted a clothing line that would have the same impact but more for a global market. With advice from his industry peers he decided to start clothing brand WE ARE MASSIV.
Launched in January 2012, Massiv is a lifestyle brand with a positive message: A strength-in-numbers philosophy with a foundation in music. Rooted in downtown Los Angeles, home of many of the most influential people in the cities emerging music scene, it is heavily inspired by music and cultural diversity, MASSIV. It is championed by artistes from around the world such as Sean Paul, Diplo of Major Lazer and Skrillex. They collaborate with the taste makers and influencers who introduce the hottest shifts in music, art, and fashion. As the world become more interconnected they seek not only to unite, but serve the masses. We are our consumers. WE ARE MASSIV.!
Their latest collection, in collaboration with Major Lazer, is such an impactful and innovative collection. You can buy WE ARE MASSIV online at www.wearemassiv.com or you can buy the line at Base Kingston and Belle, Shop 11 in Manor Park which is the exclusive retailer. Support WE ARE MASSIV, support more love!
Photography: Lance BrownShoot location: Base Kingston and Belle, Manor Park