Krista Henry, Staff Reporter

The Spring '08 Riddim Driven collection - Contributed

A reggae-inspired line, Riddim Driven Clothing is VP Records' way of giving everyone a little bit of reggae in their own style.

A clothing branch of the prominent VP Records, the name Riddim Driven comes from the self titled reggae compilation album series produced by the company.

Formed in 2005 by co-founder of VP Records Patricia Chin, the line combines her love for music with her interest and admiration of the fashion industry.

According to a release online, the founder, 'Ms Pat', "knows how to interpret and impose a unique style of fashion on a world-wide basis. She is an energetic, young at heart woman who addresses herself to young people and draws inspiration from them. Adored by reggae fans and fashionistas, she is truly an iconic figure to her native Jamaican homeland."

Riddim Driven clothing evokes a sense of power, prestige and accomplishment. A men's collection comprising, shirts, hoodies and jeans, the clothes are characterised by various reggae themes. The line embodies a personal style free from the constraints of pre-conceived notions. Chin's collection signifies freedom as the ultimate mirror of today's multicultural man. With subtle details of its Jamaican heritage, Riddim Driven is a reflection of a dynamic and diverse culture.

The release further describes the riddim driven man as a 'trend-setter', stating, "at his ease, he dresses for himself and pays considerable attention to detail and quality. He's a man who lays down the rules; he's not subjected to them. Exuding charisma, he imposes his sense of style by wearing a 'Roots Rock Reggae' T-shirt with a pair of rugged jeans and sneakers. He keeps it simple and classic. He is Riddim, he is Driven."

Suitable for any occasion - casually chilling, a day of shopping or going clubbing - the Riddim Driven collection can carry a male from day to night in style. The theme for the Spring 2008 collection is 'freedom of expression.'

"Patricia Chin hopes to find the same success in fashion as she did in music. Her deeply rooted reggae heritage stemmed from her days as a teenager in Jamaica running her modest little record shop. Along with her husband, Patricia developed her record shop into VP Records, the world's largest reggae music label. Now, her record label is home to platinum-selling artistes like Sean Paul, Elephant Man, Shaggy, and many more. Riddim Driven is a reflection of true roots and culture from a woman who helped put it all together," the release stated.

Samples from the men's collection of VP Records' Riddim Driven clothing line. - Contributed