450 to launch condom line

Dancehall artiste 450, known for serenading female fans with roses during his sets - as a nod to one of his hit singles - may soon be switching things up, with condoms potentially replacing flowers.

The singer, who is known for his slow, passionate dancehall romance songs, has long been jokingly credited by fans as a 'fix' for Jamaica's declining birth rate. But in an ironic twist that has sent social media into a frenzy, the entertainer has announced a bold new move - his own condom line named 4Intimacy.

For the 25 year-old artiste, whose given name is Tristen Escoffery, the venture is a perfect alignment to his brand.

"As an artiste, we always have to evolve and give fans a different perspective. The condom brand felt unique for my generation as a business venture, and a lot of my music is intimate, so it just felt right to curate," he said.

But beyond branding, the artiste says the move is also driven by concern. Reports show that in 2024, approximately 1,100 people contracted HIV in Jamaica, with 25 per cent of cases among youth age 15 to 24. An estimated 28,000 people are currently living with HIV in the country, placing Jamaica among four Caribbean countries accounting for 90 per cent of new infections in the region.

"We a help the country in different ways, to be more responsible. There was a recent report about the spike in HIV in Jamaica, so this is just a precaution we giving the people dem," he said.

Despite his reputation for promoting romance, 450 still stressed the importance of responsibility.

"It's about safe sex... responsible and safe!" he emphasised.

While acknowledging the concerns of local birth rate decline, the artiste made it clear that there must be balance.

"We always ago promote that, but you have to do it responsibly and safe at the same time. You can't just plan to boost birth rate and go all out," he said.

The 4Intimacy line will initially feature three options, Addicted, Pleasure, and Wild and Rich, each named after his songs. According to the artiste, Addicted is ultra thin, Pleasure offers extra lubrication, and Wild and Rich features a ribbed texture. Though a release date has not yet been confirmed, 450 says the product is expected to be available island wide " very very soon".

He said he is also in the studio curating some new music.