CREATE

While not as famous as Egyptian cotton West Indian Sea Island (WISI) cotton is the longest, strongest, silkiest and highest grade of cotton found anywhere in the world. Sea Island cotton is grown successfully in select hot, moist environments in other regions however the rarest strain, accounting for 1% of the world’s cotton and certainly the most expensive, is found exclusively in the West Indies. According to Exclusive Cottons of the Caribbean Inc. this is because the best Sea Cotton can only be grown “in the small land masses of the Caribbean islands which have the right amount of sunshine, rain, humidity, as well as a dry season and wet season in the right sequence for the right duration.” It is a very specific formula and makes the WISI cotton 5 times more expensive than the next best grade available. Jamaican Arlene Martin, owner of Drenna Luna, believes that the Caribbean is not maximising harvesting and exportation opportunities for this rare commodity. There are two distinct sides to Martin, the assertive businesswoman and the dramatic fashion designer. But both sides agree equally that another opportunity for regional diversification is lost by not producing textiles from our own rare WISI cotton. “The fibre is here,” she says, “but the fabric is not.” Referencing the success of The Republic of the Philippines in producing Pina a delicate, translucent silk fabric made from the leaves of a pineapple plant, Martin suggests that the Caribbean needs to return to producing and exporting fabrics aggressively. “We have to find better ways to use the resources available around us, to maximise our opportunities for securing the Caribbean’s economic future.” It is topics such as these that Martin seeks to address through the recently developed Caribbean Fashion Industry Forum (CAFIF), the region’s first fashion industry association that has a commitment to develop regulations in the fashion industry across the region. “Our issues in the (fashion) industry are not unique to each country, they are the same across the Caribbean.” Therefore, Martin hopes that by bringing select regional partners in the industry together, solutions can be achieved for all. The association is focused on providing funding, market development, sourcing new raw materials and the standardization and quality of production. Martin is confident the role of the CAFIF aligns perfectly with that of the Caribbean Export Development Agency, sharing the pursuit of bringing regional businesses together to achieve mutual success in the Caribbean and abroad. “Caribbean Export plays a significant role for regional businesses,” Martin says, crediting the agency with providing “many different types Jamaican Ar lene Martin, owner of Drenna Luna, bel ieves that the Caribbean is not maximising harvesting and exportation opportunities for this rare commodity.

of support as needed.” The Jamaican entrepreneur and fashion designer attended Caribbean Fashion Week, London Engage and London Fashion Week through the assistance of Caribbean Export and notes that these exhibitions “provided a foundation for understanding the export market.” Martin is a believer in laying strong foundations and secured one for herself from early. The fashion designer holds an MBA and prior to launching her career in fashion, worked in the export trade. Previous experience in business helped Martin tremendously. She takes a strategic approach to her creative work and notes that her knowledge specifically in export has been useful. The designer states she is running an enterprise and not just delivering creative products. It is therefore important to understand both aspects of Martin, the designer and the business professional in one person. “Fashion has its own nuances in business such as different buying cycles,” and Martin recognises that the business of fashion has a learning process of its own. According to Martin, where greater education is needed is in comprehending the enormous contribution which can be made to the regional economy through the creative industries and specifically through fashion. “The fashion industry directly contributes to the employment and subsequent empowerment of women.” Enhanced opportunities for mass production both locally and for regional and international export, provides employment for seamstresses. Additionally the trade supports a cottage industry, permitting the employed women to work from home, restoring balance to home life, supporting a better community while contributing to the household and wider economy.

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