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Island-branded raincoats much in demand

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Jaime Ramsay wearing a jacket from his Bermuda branded Jamie Madison Collection (Photograph by Akil Simmons)

Two years after launching his own line of raincoats, Jaime Ramsay can’t keep his products on store shelves.

The next batch of his Jamie Madison Collection jackets comes out next Monday, and more than 60 per cent has already been pre-sold.

“There’s a wait list for the black jackets,” Mr Ramsay said.

The jackets, with ‘Bermuda’ stamped on the sleeve, and the outline of the island on the back, were a hit at Christmas.

“The response was very positive,” he said. “People in Bermuda and the Caribbean have a lot of pride, and love to represent their country. The majority of our stock for adults is gone.

“Our children’s raincoats arrived a little late in the season so we still have those on sale. We’re very thankful to our local vendors.”

As owner of Brandit Bermuda Ltd he has designed promotional objects for other companies such as tents and feathered flags, but in 2016 he decided he also wanted to bring out his own products.

“March through August we are flat out busy,” Mr Ramsay said. “In the off-season, Brandit Bermuda does okay but it is not a 12-month cycle. We started to look at doing some jackets.

“When I saw the Helly Hansen rain jacket was doing extremely well here, I thought Bermuda needed its own brand.”

When designing his jackets, he was careful to make sure they were right for Bermuda’s climate.

“They’re not too heavy, not too light,” he said. “It is a nautical brand, that’s good for the winter, or for boating.”

Now he’s taking a pause to regroup. He’s looking at what colours he’ll bring out next, and considering adding rain pants and rain boots to his line-up. He’s also working to make the raincoats available online so people overseas can order them.

“I want to continue to develop the brand,” he said.

He named the collection after his daughter Jamie Madison Ramsay, born in September 2016.

“She is my first born and my pride and joy,” he said. “I wanted to do something to show her how much I love her.”

The little girl now has her own jacket, but is still too small for it.

“She doesn’t quite understand yet,” he said. “She’ll point to it.”

Jamie Madison jackets are $80 for children’s sizes and $200 for adults, and are available at Coral Coast Clothing, MenCo, Touché Bermuda, and Freshmen boutique.

“We are looking to acquire a few more locations in the near future,” he said.

Mr Ramsay has a range of jacket colours, but the most popular is all black with a grey reflective strip.

“We call it the Vader, after Darth Vader,” he said. “It is extremely popular. I can’t keep that one in stock.”

Mr Ramsay is proud of the quality of his product. He initially wanted to launch the jacket in 2016, but had an issue with his main supplier.

“The prototype came out excellent but when it went into mass production, it had some malfunctions,” Mr Ramsay said. “We scrapped the idea, but I didn’t lose focus. I went and found a new supplier. This one is extremely good. It all worked out in the end. The quality was a lot better.”

He thanked the community for supporting his business.

More information is available on Facebook and Instagram under JamieMadisonCollection

Jaime Ramsay wearing a jacket from his Bermuda branded Jamie Madison Collection (Photograph by Akil Simmons)
Jaime Ramsay wearing a jacket from his Bermuda branded Jamie Madison Collection (Photograph by Akil Simmons)