Shemar Bryan's journey to fashion innovation is a compelling tapestry woven from seemingly threads of law and artistic passion. He is the founder of Cover Up, aJamaican brand poised to disrupt the fashion landscape.

Growing up immersed in Jamaica's vibrant tapestry of colors, sounds, and textures, Shemar's creative spark ignited early. While pursuing a successful academic

path that led him to study law, his innate desire for

creative expression remained a constant hum,

manifesting in sketches and a burgeoning vision.

Recognizing a void in the market for clothing

reflecting the true essence of Jamaica, he embarked on

his design journey. Over three years, Shemar honed his

craft, drawing inspiration from the island's

breathtaking landscapes, rhythmic music, and dynamic

people. Cover Up is more than just a brand; it is a

reflection of Shemar's personal narrative and deep-

rooted connection to his Jamaican heritage. His legal

background provides a unique advantage, enabling him to

navigate the industry's intricacies with strategic

precision. He painstakingly crafts a brand narrative

that resonates globally while remaining firmly grounded

in his Jamaican identity. This blend of legal acumen

and creative zeal sets Shemar apart, allowing him to

approach fashion with both innovation and a keen

understanding of the market. Shemar's vision for Cover

Up extends beyond apparel; he aspires to create a

globally recognized brand synonymous with Jamaican

innovation and sustainability, empowering local

artisans and communities along the way. His designs are

a testament to honoring heritage while fearlessly

pushing boundaries. Shemar is excited to grace the FIWI Fashion Show runway, December 6th, 2025 at Chances Negril.