Meet Founder of Okaicos, James Lambert
Since Larry David deemed the wishing of Happy New Year past January 7th as unacceptable, I figured it best to start off my first issue of the year with:
Welcome to 2023!
I’m starting the year off by heading to the Cayman Islands where the 14th annual Cayman Cookout is kicking off tomorrow at The Ritz-Carlton Grand Cayman. It will be my second time at this epicurean festival bringing together the best in the food and wine industry for a weekend of imbibing and indulging and I’ll be posting all about it over on my Instagram if you care to follow along.
And while my travel schedule has me flying to one Caribbean Island, today’s newsletter is rooted in a different sunny locale in the same region — the Turks & Caicos.
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When I traveled to the Turks in March 2022, I met James Lambert at his boutique, OKAICOS. The chic, tropical storefront was so alluring that I was surprised to learn it was Lambert’s first brick-and-mortar, and at The Ritz-Carlton nonetheless. He handed me a glass of pink bubbles as I perused woven baskets—I later learned are handmade by local women of the Middle Caicos Co-Op with fanner grass—originally-designed caps and sweatshirts, as well as bathing suits, cover ups and trinkets from local, Turks operators. All the while, Lambert was explaining the early days of OKAICOS and how his brand came to be, inspired by family trips to the island and “feeling good” while traveling.
“Feeling good is one of the main reasons we all travel, it’s a form of escapism – we all desire to feel good. My hope is that regardless of where you are and what you may be going though, you remember it will be OKAICOS.” — James Lambert
I loved the founding principles of OKAICOS as well as the platform that Lambert provides for the island’s artisans. Take for example the fanner grass baskets and handbags he sells — the craft is a dying art form among the younger generations in the Turks, but by showcasing the brilliant designs, he’s creating more awareness about the tradition as well as creating more demand for these products as keepsakes from the Turks.
Anyone who’s seen me on an island since my March trip will know that I’m utterly obsessed with the baskets and handbags, carrying my crimson floral-adorned bucket bag with me on all tropical occasions. So, it’s about time to showcase OKAICOS and the work they’re doing in the Turks. Lambert shares more below.
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What about the Turks & Caicos inspired Okaicos? Do you remember the moment of conception?
As a family we discovered Turks & Caicos years ago and immediately fell in love with the destination. There’s a special energy here, from the world class beaches, to culture and the people who call it home. Every time we visited, we felt good. It kept us coming back.
I created the brand while fishing during one of our first trips to the island. In that moment, I remember feeling great, I was feeling “okay” (hence brand name OKAICOS and slogan Feelin’ OKAICOS). I was enjoying the time with my family and wasn’t worried about what was happening back home. That is the foundation of the brand — feeling good, doing what makes you feel good, living free, without judgement.
We’ve talked about the foundation and how it relates specifically to mental health, can you expand on this a bit more and what it means to you?
Around the same time I created OKAICOS, I was struggling with something personal. When I wasn’t in Turks & Caicos, working on the brand was my getaway from what I was going through, it was a form of therapy. Anytime I wasn’t feeling well, I would think back to the times we spent together as a family in Turks & Caicos — the water, the beach. It provided a sense of relief. I would tell myself one day, “it will be OKAICOS” and “you will ‘Feel OKAICOS’”. I still struggle at times and when I have tough days, I really try to live this.
I believe OKAICOS to be relatable as everyone goes through life’s ups and downs. The brand provides our customers a positive, subtle reminder we need at times.
What type of designs did you start with?
In terms of product, I wanted to create fun, comfortable styles everyone can enjoy. When I first started, I would sketch concepts and experiment with different ideas. It took years for things to come to fruition but we launched in 2017 online and in the Hamptons as a beachwear brand (initially launched with men’s swim shorts). We have since evolved. We offer a full assortment of items for men, women and a growing kids’ line. Now, we like to think we make street wear inspired by the beach. We use comfortable fabrics and bright, fun colors to reflect the “Feelin’ OKAICOS” vibe I envisioned.
Why did you feel it was important to showcase local designs in addition to your own creations?
It’s part of the island, the culture and enhances the OKAICOS “feeling”. With our first store, we set out to create more of an experience. That experience includes not only telling our unique story and why I was inspired to create the brand, but the story of other artists and designers who get their inspiration from the island.
Telling the story is one of the aspects I love most about what I do. It has helped me connect with the community here and makes me feel even more tied to the island.
How did you find the local talent you showcase?
We try to find things that complement our existing product offering, but we also love getting to know the people behind each piece and building that communal relationship. Many of the talent we’ve brought into the shop has been through suggestions from locals or conversations we’ve had with existing customers. Our goal is to really just create a cool space where people can come in and grab rare gear and/or items that they can take with them as a memento from their time here.
Since doing good for the community is as important as feelin’ good with OKAICOS, I also interviewed a representative from the Middle Caicos Co-Op, one of the local purveyors that Lambert taps. I wanted to learn more about the “dying art” of straw craft and what having a presence at a resort as acclaimed as The Ritz-Carlton means to these designers.
Can you share a little bit about the history of straw work?
Straw work was a household necessity for creating containers of all sizes, for various needs. The skills were brought from West Africa with the slaves which came from the USA to Loyalist plantations here in TCI. For me it is a dying art, a very interesting piece of cultural history the Middle Caicos Co-Op (MCCoop) tries hard to maintain and encourage.
Most folks on North and Middle Caicos watched their grandmothers and mothers work with straw throughout this century. Collecting the raw materials (fanner grass and palmtops) along the shore was a group activity.
When was MCCoop established and who was working there?
The MCCOP began in 1998 with roughly 70 artisans regularly producing crafts, mostly for income but still for household use: baskets for sifting corn grits, field baskets, dry goods containers, and brushes. During the past two decades designs for more modern use [have increased] like fruit baskets, wine baskets, purses and clutch bags.
How much of the population still practices this technique?
The MCCoop now has about 20 artisans regularly producing strawcraft with an average age of 65.
Why do you think the younger generations aren’t as interested in straw work?
It’s too time consuming, too much physical labour (collection and cleaning raw materials), slow work, hard on the hands and wrists. There’s no connection for computer generations!
Can you talk about the importance of having a store like Okaicos as a platform to showcase these designs and to help keep the traditional and culture around them alive?
Okaicos decision to support the MCCoop has been a godsend, and galvanized the efforts of the remaining artisans by providing a steady market for their work. The clientele at the RC have no problem respecting, and paying a decent price for, local handwork and this, too, benefits the artisans!!
***If you don’t have any plans to visit the Turks, Okaicos sells online and occasionally has stateside or international popups at individual, high-end retailers.
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XOXO,
J
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