Clarks originals present its celebratory “Jamaican pack” with a new collection
Since the 1960s, British shoe company Clarks has had a special affiliation with Jamaicans as the “unofficial” national shoe.
Throughout the 1970s, the pair’s connection even went as far as defying government laws, when secret trade routes from Somerset to Kingston were created to continue an import of shoes following a ban on foreign-made footwear across Jamaica.
Thus it comes as no surprise that Clarks paid homage to Jamaica and its residents, who have elevated the popularity of the shoes.
Clarks Originals recently unveiled its new “Jamaica Pack” for Spring 2021. Comprising the Desert Boot, Desert Trek, and the Wallabee, each shoe is dressed in shades of yellow, green, and black as a nod to the Jamaican national flag.
The company said they are proud to be part of Jamaican culture for over 60 years.
“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 company is also working with reggae Grammy winner Koffee and her non-profit organization Families Rule/MTLT, which is a charity that focuses on youth empowerment through training, mentorship, and scholarships.
Clarks brand ambassador, Jamaican British footballer Raheem Sterling, who has his own Clarks shoe with the Jamaican motto, is also working with the company on other community partnerships.
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.
The Jamaica-inspired shoe collection includes classic Clarks styles that bear a black, green, and yellow color scheme which pays homage to the National flag of the island.
The beloved Wallabees, Desert Boots, and Desert Trek styles all feature in the ‘Jamaica Pack.’
The shoe brand has enjoyed a long love affair with Jamaicans and still – for the most part – enjoys cult-like veneration across the Caribbean island. Jamaicans’ affinity to the Clarks Originals dates back decades, when the shoe gained popularity in the 1970s among the ‘rude bowy’ culture’s aesthetic that permeated throughout the island at the time.
“Since they first hit the streets 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 to pay tribute to the individuality the island is so famous for,” the Clarks Originals statement added.
Last summer, Clarks Originals also forged another Jamaica-inspired partnership with British Jamaican Manchester City football player Raheem Sterling to design a Wallabee. The former EPL champion and the footwear company teamed up for a limited edition Clarks, sales from which the duo said would go towards benefiting the back-to-school and other programs in the community of Maverley in Kingston.
“I dedicated this shoe to everyone on the island of Jamaica,” Sterling said regarding that collaboration.
Clarks Originals have also been immortalized in Jamaica’s music.
Clarks said it has set up a community partnership with Marverley Primary and Junior High School in Kingston, where they gifted several students with new shoes.
The company is also working with reggae Grammy winner Koffee and her non-profit organization Families Rule/MTLT, which is a charity that focuses on youth empowerment through training, mentorship, and scholarships.
Clarks brand ambassador, Jamaican British footballer Raheem Sterling, who has his own Clarks shoe with the Jamaican motto, is also working with the company on other community partnerships.
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