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Designer in Focus: Peta Odini

Peta Odini shares her perspective as a Caribbean menswear designer

Anthony Best

Updated July 2020

PETA ODINI SUTHERLAND is an island girl with a beckoning reputation for style. She’s the force behind the emerging menswear line, Peta Odini, and was artistic director for soca music titan Skinny Fabulous.  In a relatively short time, Odini excelled at doing what many designers struggled to achieve, that is, establishing a signature aesthetic with Peta Odini label. Odini continues to challenge the Caribbean style palette with unapologetic originality. Her story begins in the picture-perfect and desirable backdrop of the island of St. Vincent and the Grenadines (SVG) and is rooted in a world of bold prints and daring colours.

Skinny Fabulous|Photo: Antony Scully|@scullman

BEHIND THE TALENT

Peta Odini Sutherland is your typical island girl next door with a melodic accent, cascading dreadlocks, cool friends, and a love for carnival. She is disarmingly friendly with a sass that is unmistakable “island”. These rudimental characteristics are evident in her points of view, which are fresh with edginess and echo a definitive staying power.

“I used to be a model, which is still funny to me because I now own no heels and no makeup”. In the early 2000s, Odini gained success in vying to be the face of a regional lifestyle magazine. We loved her then and wanted to see her excel. Little did we know that it was not to be in the way we had imagined.

Where did your passion for design come from?

Odini responds with her usual spontaneity. “I am not sure. My mom is an accountant, she used to sew when she was younger, but back then I think many people did, as there was limited access to fashion. She would quickly sew up something to wear to an event. So maybe a little bit from her indirectly. I always drew things, but I can’t even remember the exact moment when I felt like this was something I really, really wanted to do seriously.”

Where in SVG can we find the desires of your heart?

“Besides atop the hill where my mother’s house is, I would definitely have to say in Bequia, a small island off the main Vincentian island. It is what I imagine heaven would be… (or should be, complete with Mac’s Pizza)… When I was a young girl, I think life was pretty good. We had a strong sense of community, which sometimes could be annoying when your mom still finds out all the shenanigans you’ve been up to (Odini laughs).”

It’s not long before she also lets out that she… loves…to party! Especially, at the carnival, known as “Vincy Mas”.

“Skinny once said that Vincentians don’t party normally and I will always love Vincy Mas for that. Our music, especially our power soca, is something special. And I always tell people, you haven’t partied until you have partied in Vincy”.

MISS INDEPENDENT

It’s resoundingly clear – Odini is a free thinker who really follows her heart.

“I was working as a Marketing Executive at Cable & Wireless (now trading as LIME) and then I realized I really wanted to go and do a degree in fashion. I had a friend who kept saying, well go do it, then finally I plucked up the courage to apply to schools, and then it was off to London.”

Skinny Fabulous|Photo: Antony Scully|@scullman

Many would argue that Odini stood a greater chance at success working in London. However, we are never allowed to forget where Odini’s heart is truly.  “When I am overseas I feel like I’m adrift and then I get home and things make sense again. Especially when I go up the hill behind our house and I feel like I’m all alone in the entire world, that’s a pretty amazing feeling.”

But no matter where you find Peta Odini, her voice continues to be heard through her designs.

“Someone once messaged me after buying a pair of my shorts and said that they made me feel really happy. I think that was one of my best moments. I mean how cool is that?”

“I’m always worried I’m not doing enough. I can’t do everything that needs to be done by myself. And that needs to be rectified.” – her statement sounds like a pep talk you give yourself before doing something big.

The scenario begs the question: Do a Caribbean designer and a label like Peta Odini need a global audience to be successful?

“I don’t think it is a necessity, but I think it would help. The region is fairly small, and if you’re developing a niche product, which is where I believe I find myself, this makes your target market even smaller. So I think a wider net has to be cast for long-term success”.

A small market is not the only obstacle to a designer in the Caribbean, Odini adds, commenting on the mindset of most persons in the region.

Skinny Fabulous|Photo: Antony Scully|@scullman

We have been completely seduced by mass-market goods and more so, super fast and super cheap fashion. It is hard for the average Caribbean citizen to see the value of spending say EC$300 (US$110) on a well-constructed locally/regionally made pair of trousers as opposed to a EC$50 (US$19) pair that will begin to deteriorate after the 3rd or 4th wash. Changing this mindset is a long and laborious task and it’s up to us designers to make sure that when we are charging these prices, our products can withstand the test of time.

Odini makes it her business to know the business of fashion and her markets. After all, she was a model, worked in public relations, and is now a designer.

Odini Sutherland, designer by Peta Odini, Photo: Errol Sutherland Photograher
Odini Sutherland|Photo: Errol John Photography

“I knew [Caribbean] designers. I had worked with them in my capacity as a model and PR person at Image Modelling Agency. But, I couldn’t say where you could purchase their clothing. I don’t know what their production process was. People came to fashion shows, but back then I think it was purely to watch, not many people even came with the notion to buy something.”

“Today, however, I think the industry is being rebuilt and there is a fresh drive to keep our Caribbean designers relevant. I think that a lot more business training is needed, I know I could use a lot more guidance in that aspect, as well as inefficient production practices. But I think we are in a place of steady growth now and the only way is up!”

I was really mesmerised by this young entrepreneur in control of her business. This Caribbean girl should be destined to be an international brand before long. And in response to any concerns over her love of carnivals and partying too hard when not working, Odini quickly sets the record straight.

“If I’m in Trinidad, I will probably be watching a movie, whether at the cinema or on Netflix. When I’m home, I could be anywhere: the beach, a street corner, a beach bar, or in my bed sleeping (more laughter).” After all, the remarkable Peta Odini Sutherland, with a truly unique perspective, is the epitome of a Caribbean Woman.

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