The Journey
Launched in New York City in 2023, The Baddis Ting is the brainchild of trailblazing reggae- dancehall producer Richard ‘Shams’ Browne. With a name that translates to “The Greatest” in Jamaican Patois, the brand blends urban streetwear with a Jamaican twist, drawing from the vibrancy and sense of resilience that could only come from Kingston, the island’s capital — and Shams’s hometown.
The values that The Baddis Ting promotes — strength through adversity, faith in the face of doubt — stem from the founder’s own life journey. Not only a record producer, but also a musician and artist manager, Shams built his name in the Jamaican music industry throughout the ‘90s and ‘00s, finding international success working with some of the biggest acts of the day like Sean Paul, Shaggy, Beenie Man, T.O.K., Mr Vegas, and many more.
The wave of triumphs that period brought couldn’t last forever, however, and Shams was forced to adapt to the changing times. The overall shift in the music industry from physical to digital sales, combined with the 2008 financial crisis, forced him to re-focus his expertise and attention. A move to the U.S. in search of a better life for his family in 2014 brought with it its own set of challenges over the next few years, testing his resolve as he faced a series of personal losses. Still, he persisted.
Eventually, he found his way back to music, and with The Baddis Ting, he brought his many passions together. (The brand is a nod to one of his earlier productions, “The Baddis Ting Riddim,” which added to his list of hit records in the mid-2000’s.) A unique blend of comfort and style, the clothing line carries that winner mentality forward, and aims to create a community and movement centered around being unstoppable and relentless in the pursuit of one’s goals. Ask yourself: Are you willing to do what it takes to become “The Baddis Ting”?
