Clarks continues Jamaica trek

British shoe company Clarks continues to have a healthy relationship with Jamaicans and the Jamaican culture. In its latest ode to the island, the iconic shoe brand has released three new styles which it says pays tribute to the individuality that the country is so famous for.

“Since they first hit the street of Kingston, our profiles have occupied a special place in Jamaican culture. To celebrate this truly original connection, we’ve reworked three of our most iconic styles,” the company noted.

The styles are: the limited edition Desert Boot, renamed Desert Jamaica, which sees the striking green and gold stitching accentuating the classic black suede upper. This shoe also features the legendary Trek Man, known in local circles as the Bank Robber, in silhouette. The boot is finished with a custom fob, ankle loop and footbed in a design inspired by the Jamaican flag. The second shoe is a Desert Boot, which comes in a bold yellow.

The third is a take on the Wallabee Boot, known as the Jamaican Bee. This tribute shot comes with a bold heritage pattern inspired by the Jamaican flag which circles the ankle trim and is featured on the heel and footbed as well, all against the classic black suede of the boot.

“We are proud to have been part of island life for almost 60 years now. Jamaica has given us so much love over the years. As a way of saying that you, we’re working with communities across the island and making charitable donations to programmes that really make a difference,” the company continued.

Clarks said it has set up a community partnership with Marverley Primary and Junior High School in the Corporate Area and is also working closely with Grammy Award winner Koffee and her non-profit organisation Families Rule/MTLT, which is a charity that focuses on youth empowerment through training, mentorship and scholarships

The inextricable link between Clarks and Jamaican popular culture has been clear over the years. Most recently Jamaican/British professional footballer Raheem Sterling was made an ambassador for the company and offered his own style from Clarks. Popular reggae singer Chronixx also represented for the shoe brand and was featured in an ad campaign.

Who can forget “Weh Yuh Get da new Clarks deh Dadi?” the iconic line from the monster hit, Clarks , by embattled deejay Vybz Kartel. This track served to introduce the wider community to his then protege Popcaan.

The relationship between the iconic shoe brand and Jamaica was explored in the book Clarks in Jamaica by British writer Al “DJ AL Fingers” Newman.

In a 2015 interview with the Jamaica Observer, Newman said, while the Jamaican fascination has certainly helped to propel the popularity of the brand, the overall success of the company lies in a number of factors.

“While the success of the Clarks company goes back many years and is, I think, attributed to the quality of the shoes as well as iconic styles such as the Desert Boot and Clarks’ marketing activities — historically they have used some of the best advertising agencies, illustrators and photographers. I would say that in recent times it’s undeniable that Vybz Kartel and the other artistes who have sung about Clarks have changed the way many people perceive the brand, which must have had a positive impact on sales,” he said.