Alpha Wear JA (AWJA), a unique fashion forward venture created by the renowned Alpha Boys School in Kingston, Jamaica, is pleased to announce the launch of its 2014 Summer Lookbook. Featuring new editions of the iconic tshirt design created by Michael Thompson, aka Freestylee: Artist Without Borders, AWJA shirts now include 3-color versions in Jamaica’s national colors (black, gold and green) and Alpha’s colors (red, black and white). Showcasing photos of Jamaica’s top current and past artists Konshens, Chronixx, Chris Martin, Kabaka Pyramid, Josey Wales and Sheldon Shepherd as well as former Alpha students Leroy ‘Horsemouth’ Wallace, Damon Riley and Grammy-nominee Yellowman, the AWJA 2014 Summer Lookbook showcases the vibes and values that make Alpha Boys School a ‘Kingston Original’.
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Founded in 1880, Alpha Boys School is a non-profit educational and vocational training school for at-risk boys in Jamaica. Alpha Wear JA was launched in April 2013 with shirts crafted from handmade screens. Alpha students are now trained in screen printing at the Jamaican Business Development Corporation. As part of their training Alpha boys are also learning about promotion, fulfillment and customer service. AWJA is a key part of Alpha’s entrepreneurial plan for long term sustainability and 21st century employability. In the next couple weeks Alpha Boys School will open its own screen printing facilities at 26 South Camp Road with the support of the Digicel Foundation.
Konshens, one of Jamaica’s most dynamic and influential artist-turned-entrepreneurs, says Alpha’s more than a century-long commitment to social development and the creative arts in Kingston and around the country helped to inspire his own career. “Alpha Wear JA is a unique opportunity for Alpha students and Jamaica to highlight our amazing culture. I am honored to partner with Alpha which is a special example of the strength and determination that is Alpha, it is Jamaica and it is our music.”
Alpha Wear JA is designed to address the Alpha Boys School’s funding needs with quality innovative clothing. The project provides a real world training environment and helps Alpha staff and students embrace entrepreneurship as a critical partner toward its future sustainability.
New roots reggae singer, Chronixx, who has much to do with reggae’s future sustainability, has also endorsed Alpha’s focus on the creative industries. “Alpha is a symbol of Jamaican innovation and contribution to world culture,” said Chronixx. “Alpha Wear JA clothing is a unique way to celebrate Alpha and its students.”
From jazz innovators who recorded for Blue Note in the 50s to ska pioneers in the 60s, reggae icons of the 70s and Grammy nominee the dancehall King Yellowman in the 80s, Alpha’s music program is respected internationally for its graduates who have changed the direction of pop music for decades. Alpha boys currently work with Beres Hammond, Nomaddz and many other top entertainers in Jamaica and abroad.
