Photos upper left and right: Koffee and Protoje
Photo credits: Clarks Originals
This year, Clarks is celebrating the relationship with new shoe styles and a mini-documentary.
Recently, Clarks released their new “Jamaica Pack” collection for Spring 2021. It features the iconic Desert Boot, Desert Trek and the Wallabee styles bathed in the yellow, green, and black of the Jamaican national flag.
On April 18, 2021, Clarks released a trailer for their 10 minute mini-documentary featuring a number of Jamaica artists, including Koffee, Protoje, Sevana, and Lila Iké.
According to Clarks, “The connection between Clarks and Jamaica goes back a long way. To celebrate this special relationship, we spoke to some of the biggest names in Jamaican cultures to find out what Clarks means to them.”
CLARKS ORIGINALS launched a new collection and accompanying video campaign
Clarks & Jamaica using the voices and talents of 7 Jamaican bred stars to explain what the Clarks Original brand means to Jamaica.
The limited-edition releases are now sold out on their website, where Clarks said they are proud to be part of island life for over 60 years. Jamaicans always had a love affair with things made in the UK. The country still holds a constitutional monarchy with Her Majesty as the Queen of Jamaica. Although Jamaicans need a visa to visit, UK-made appliances, suits, ties, and Clarks shoes are some of the things that magnetize the relationship with the constitutional mother country. Clarks in particular are viewed as a symbol of quality at various levels of society.
2 hours ago
Clarks Originals unveiled the full 10-minute mini-documentary today on YouTube, after initially announcing on its Instagram page on Sunday that the video, which features Koffee, Protoje, Sevana, Lila Iké, The NoMaddz, England footballer Raheem Sterling, and British artist M1llionz, would be released this Friday.
On Sunday, the company drew the ire of particularly the Gaza Nation, after they previewed snippets of the documentary, with well-known Clarks booty champions Vybz Kartel, Super Cat, Popcaan, and Jahvillani “missing in action”.
Today’s move seems to have been undertaken in a bid to appease Dancehall fans who accused them of disrespecting the men who are behind the popularity of the footwear and high sales among Jamaicans across the world. Kartel’s name and song were mentioned a few times by Koffee, Lila, Sterling, and Protoje who also made several historical references to the boots in the Dancehall space.
Clarks Originals drew the ire of some Jamaicans after they previewed snippets of a new documentary dubbed
Clarks and Jamaica, which seems to be devoid of Dancehall artists responsible for making the brand famous in Jamaica, like Super Cat, Popcaan, Vybz Kartel, and Jahvillani.
In an Instagram post this morning, the British footwear company shared a teaser that highlighted non-Dancehall artists, all of whom, with the exception of the duo The NoMaddz, have never paid homage in song to their brand.
The footwear company had noted on its Instagram page that: “to celebrate this special relationship, we spoke to some of the biggest names in Jamaican culture to find out what Clarks means to them”.
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