Since the 1960s, British shoe company Clarks has had a special affiliation with Jamaicans as the “unofficial” national shoe.
From dancehall deejays sporting the shoes at street dances in the 1970s to Vybz Kartel’s mega-hit, “Clarks” – a dancehall tribute to the brand, and even Jamaica’s Prime Minister Andrew Holness dusting off his pair for special occasions, Jamaicans have never shied away from their love for the brand.
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.
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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.
“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 Kingston, where they gifted several students with new shoes.
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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.
