Concurrently, he was travelling all over the world, seeing and hearing how different cultures used the words "Jah bless". Mr. Whittington's imagination was then opened to how powerful the word 'Jah' could be in uniting all cultures. This lead to the birth of the collection we know today as Jah Rock and Jah Rastafari.
Jah originated from the word Jehovah and Rock signifies that he is the rock of this world. Also, many people use the term "Jah Rastafari", but they do not give credit to the Jamaican people who coined the word. People are unaware of what the reference signifies as well. Whittington therefore decided to create a brand using the popular term Jah Rastafari to fill the people with enlightenment and give them hope and strength, showing its necessity, and clearing up all the misconceptions of the word.
Jah Rock and Jah Rastafari are both Urban-styled brands. They target 13 to 25 year-old teenagers and young adults.
However, this does not mean that if you are older you cannot wear the brand as it really has a universal appeal. Currently, the brand offers T-shirts and hats (both male and female) that are available for sale in Jamaica, Canada, Bahamas, Guyana, Barbados, Trinidad and Tobago, Puerto Rico, and the USA. The full line (including dresses, pants, shirts, shorts, hats, accessories, shoes, handbags and jackets) will be released this summer.
See a preview on http://www.jahrockapparel.com/.