JW Fiji was created by designer Jadeine Whiteside in 2013. JW Fiji's brand is dedicated to the unique Fijian culture clothing women and men of every age in modern day attire. JW Fiji has meticulously designed every fabric to stand out amongst the mass and every garment has been crafted elegantly to make one feel special. Jadeine Whiteside is a keen traveler and her designs incorporate the wonders of Asia and the serene beauty of the islands in the South Pacific, combines. Her use of elements that are descriptive of the South Pacific like the kaleidoscopic colours of the coral, the different blues of the oceans, the richness of its forests, flora and fauna are depicted in her prints to attract that innovative, bold and sassy modern woman daring to be noticed. JW dares to bring about a new culture of clothing – portraying a message of importance to the world.