RICH CULTURE is not just a brand, it is a reawakening of Caribbean prestige. A declaration that our culture is not to be borrowed, appropriated, or watered down. It is to be exalted.
Founded by Gianni Love and Jelani Lewis in 2025, RICH CULTURE was born out of necessity. Not just creative ambition, but a calling. Born and raised in Kingston, Jamaica and now an immigrant living in the United States, Gianni's worldview was shaped by two realities: the pulse of the Caribbean and the pace of the world.
His love for fashion runs deep... dating back to childhood, when his parents would dress him in designer labels like Tommy Hilfiger, FILA, Jordan, Nike, Ralph Lauren, and Timberland from as early as before his first birthday. Fashion became an early language of identity, pride, and presence. That foundation evolved into an innate eye for style and a lifelong obsession with staying ahead of the curve. He's always been drawn to what’s next, what’s bold, what’s timeless.
But it was Jamaican music that truly ignited his spirit. From the basslines of Dancehall to the poetry of Reggae, it became the soundtrack of his life and the heartbeat behind his purpose.
Professionally, Gianni has spent several years traveling alongside some of the most influential Reggae and Dancehall artists in the world, witnessing firsthand how Caribbean culture moves crowds, shifts narratives, and sparks global trends. He has been a major force in Jamaican media, consistently producing popular, relevant and culture-defining content that celebrated the island’s people, voice, energy, and brilliance. His journey isn’t just rooted in love for Jamaica, but for the entire Caribbean. RICH CULTURE is his way of honoring that legacy through wearable storytelling.
This is a luxury streetwear house rooted in the Caribbean but designed for the world. It bridges timeless craftsmanship with cultural soul. Every garment is a conversation between generations and islands and between art and history. From Reggae to Dancehall, from Port of Spain to Kingston to Havana, every stitch is a curated reminder that luxury doesn’t just live in Paris or Milan. It lives in us.
This brand is for the bold. For the ones who walk into a room and carry their culture with them.
RICH CULTURE stands at the intersection of heritage, culture and design. From tailored silhouettes to iconic statement tees, every collection is built on three non-negotiables: intentionality, quality, and cultural reverence.
This isn’t just fashion. This is what pride looks like.
This is RICH CULTURE.
For The Proud.
