Cooyah 420 2025
the celebration held on the 20th of April 2025 (stylistically observed as 4/20) as a part of an annual commemoration of the years
Resplendent, Transcendent, Magnolious, Splendiferous; are only a few of the words could accurately describe both the brand of Cooyah and the celebration held on the 20th of April 2025 (stylistically observed as 4/20) as a part of an annual commemoration of the years since the venerable clothing line’s relaunch three years ago. It is amazing that this brand has been around so long that reggae superstar Peter Tosh could have, during a direct conversation, inspired founder Homer Bair to heed his words about, ‘having a brand for reggae that show it as art’. Sadly, Tosh did not get to witness his proclamation come to fruition as his life tragically came to an end the very same year Cooyah had their beginnings as a noticeable Caribbean based copyright, ultimately working to marry Jamaican music, fashion, art and of course culture into a global movement. Growing up through, what could be described as, Cooyah’s heyday; it was hard to imagine there would ever be a time where that turn of phrase (Cooyah basically translates to ‘look here’ in Jamaican parlance) wouldn’t be on the top of the Caribbean ready to wear fashion labels. Regrettably, a series of mishaps, both internally and externally, really threatened the viability of not only the imprint but the business model in itself. It took a series of informed gambles to get Cooyah back on track as Bair enlisted the help of a former managing director, who meticulously worked his way up the ranks as a part of the company before his eventually departure, Gary Codner to help set the way forward for the business and its various collections. KEMET, a corporation founded by Codner during his sojourn in New York, is currently the backbone of the majority of Cooyah’s most recent operational opportunities which includes – but not limited to – the expansion of the product line and scaling of the e-commerce approach and strategy – actively preventing the longstanding trademark from becoming a vestige of the past. So it was within this framework, BACKAYARD made the decision to actively seek access to, what became one of the best fashion inspired extravaganzas in the island for the entire year of 2025.
Primarily, in part to the location of this year’s staging being at Gee Jam Beach in the parish of Portland. For the uninformed and the uninitiated, the picturesque viewpoints and unspoilt nature elements of Portland makes it many locals’ favourite getaway. From the capital of Port Antonio, Buff Bay, Long Bay to Manchioneal and everywhere in between; Portland has some of the best locales available for hosting landmark events. So it was an inspired choice by the Cooyah and KEMET to choose Gee Jam Beach, as not only is it a fantastic venue, for this staging but with Gee Jam hotel’s setup for music production and head proprietor Jon Baker’s experience within the music industry it made sense for all entities to combine forces to ensure all who attended had the time of their lives. Commendably, shuttle services were provided from Kingston to Port Antonio by the organizers for not only the paying patrons but for the media as well. A level of consideration that is often not replicated by stage show or party promoters regionally. Cooyah 420 2025 had set up a curated experience that had fashion, food, liquor, art and several forms of the cannabis plant available for their guests. With music provided by Burgerman, DJ Delano and DJ Irini, attendees were well engaged while they were awaiting the coup de maître of specially selected models strutting on the catwalk, more than half of which was constructed out into the Caribbean Sea. And once that moment came it was well worth the wait as models streamed up and down the steps and on to the makeshift runaway. Not even the drizzle of rain could affect the overall vibe as each participant was determined to make their mark and leave a lasting impression. Most who were present, left the venue feeling that there were no hiccups or mishaps during Cooyah 420 2025. Which might or might not be true, however both Cooyah and KEMET deserve credit for putting on a show that will live long in the memory, well, at least until they try and top it the next year it is held.
All images in the slideshow were by Cathy Ann Small/House Of Caos
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