Drenz aims to set new trends

In the space of three months Drenz Fashion has been able to plant its footprints over the entertainment world, with appearances in Saint International's Style Week, Magnum Kings and Queens of Dancehall and other shows throughout the Caribbean.

The clothing line has captured the attention of dancehall and reggae heavyweights Vybz Kartel, Mavado, Tarrus Riley and Fantan Mojah, alongside the likes of football star Ricardo 'Bibi' Gardener.

Established more than three years ago, Richard Drenz, the brainchild of the operation, sat down with Saturday Life and introduced us to his brand and personal style.

• Why did you choose this career?

Actually, it was sparked from a conversation between me and a couple of my friends, while we were in sixth form at St Jago High School. The conversation was about us brainstorming which businesses we could pursue when we graduated from sixth form.

We all decided on clothing, but I guess I was more consumed with the idea than any of us, because I could not let the idea go. So with that tenacious clench, eventually it became reality.

• How did you come up with the name Drenz?

I was in a crew with nine members at home and we called ourselves Dren Lynz. This name was the first name of the brand. Drena Lynz was created from the word adrenaline. We thought our style provided that adrenaline rush and excitement, so this name represented us well.

However, patrons would always shorten it and say Drenz, so we thought, 'Why not just let that be the name?' And so we did just that.

• Is Drenz a gender-specified brand or does it cater to both sexes?

We are a male brand that caters for basic female casual wear.

• If you were asked to host or simply attend New York Mercedes-Benz Fashion Week, how would you represent Jamaican fashion?

I would wear something from the collection I am showing that represented me and my mood the most. I am not a conformist, so I would not wear what is stipulated or is expected of me. I would wear what is me, which is a cross between couture and streets. I'm definitely feeling denim this season, so if it were this year, it may have been a denim blazer suit.

• What is your signature style?

We are a fusion of street, couture and the future. That blend beautifully depicts Drenz Fashion style.

• Summer is winding down to a close. With what trend should men climax summer?

It would most definitely be denim, black and brown (bright colours are fading), black jewellery, beads, low retro sneaks (high-tops are fading), black earrings, designer retro glasses, oversize beanies and black bracelets. These will continue to be the choice for the fashionable till after December, maybe. Let's see.

• What does the Jamaican phrase 'fashion over style' mean to you?

It means nothing to me. As a matter of fact, it's quite the opposite that Drenz Fashion believes in. Fashion is what's in. Style is your personal touch, which allows you to wear stuff your own way.

So to say to wear what is in fashion is more relevant than adding your own style makes no sense. You will just be like in uniform, if everyone wears everything the same way, with no submission to their personal style.

Drenz Fashion is about our personal style, because we also dictate how things should be made. Style over fashion, Drenz seh!

• What is the hottest fashion accessory females should wear to end the summer on point?

Breathable clothing is definitely appropriate to end this hot summer for the ladies. Goth and structured dresses are also very hot for various occasions, as well as beads and retro accessories.

• How important is colour coordination when choosing the perfect outfit for both males and females?

Colour is very essential for both genders. Much consideration should be taken when choosing and layering your colours, as it may alter the perception of one's physique, it can make you look short, slim, tall, fat or create a focal area on your attire or body if you so desire.

Colours can be used to depict excitement, sadness or any other mood you may have. The mood of the occasion (happy, mournful, celebrating, etc.) should give hints on selecting an appropriate colour. It may also shine light on your character, suggesting to others that you are outgoing, sexual or conservative, etc.

• What is the 'revolutionary' change in the world of men's fashion?

I believe after the medieval ages, men wore treasure-like and heavily embellished clothing that were handcrafted for royalty, while poorer people wore rags. In the 19th century, the advent of sewing machines came about, which made clothing more easily assembled and construction more sophisticated and affordable.

By the mid-1920s, fashion became much more comfortable and practical, and the adaptation of sportswear and trousers that didn't have a military construction to it, along with various other amendments to comfort, began.

Later in the 20th century, fashion for men became less standard and much more creative, allowing designers to identify themselves through their creativity with clothing. This, to me, was the revolution of fashion.

• Has the Caribbean, most importantly, Jamaica, embraced this change?

The Caribbean has never been pioneers or revolutionaries in fashion. We have always embraced or, more appropriately, mimicked the rest of the world. Our culture (Jamaica) has become a very influential force, and this is where I think Jamaican designers should be creating a lead for ourselves and stop following. This will create authenticity and eventually create revenue for designers and the country.

• How have you been able to maintain a lucrative T-shirt brand in Jamaica?

With attentive entrepreneurial skills and real passion for your craft, you can make any craft lucrative. Naturally, if you have a passion for a craft, you will want to do great things for the craft, and not just do what everyone is doing. I did everything opposite to the rest of the Jamaican T-shirt business owners. I made T-shirts on the wrong side, I didn't go with the popular prints (Jamaica, Rasta, Bob Marley, ganja, etc.), I just genuinely wanted to show my take on the craft and eventually people loved it.

• How has Drenz been able to keep up with the changes within 2010 fashion trends?

Drenz was an earlier name of the brand. Then I realised I wanted to be a brand about fashion, so I added fashion to the name. Keeping this in mind, I am always trying to be the first to do things and pioneer things, so whatsoever I do may not necessarily be the general trend but simply just a new and fresh creation.

• What makes Drenz stand out from every other T-shirt brand in the Caribbean?

We stand out because we have a personal style that we transfer to our clothing, instead of replicating what's already out there.

• What is the best fashion advice you have ever given?

You do not have to wear the most expensive or in-fashion stuff to be fashionable. It's all about projecting your own personal style in what you wear and keeping your swagger up that will mould you into ... whatsoever you want to be.

- Kymarly Booth