The pop culture connection between the dancehall star and Clarks goes back to “Clarks,” his breakout single with Vybz Kartel released in 2010, but also in the deejay’s home country Jamaica, the British footwear brand has been popular since the 1960s.
“My earliest memory of Clarks is wanting a pair to wear to school but not being able to afford it,” The Unruly artist told Highsnobiety. “Clarks was seen as a clean and respected style in the streets of Jamaica. Even today, wearing Clarks to school is still considered a status symbol,” he added.
Clarks had announced its latest collection, which drew inspiration from the colorful spirit of Jamaica and Jamaican artists back in August. Footwear News reported that the vibrant lineup of comfort wear shoes comprises six new styles, featuring intricate detailing and premium materials.
Now, Popcaan is embarking on his own Clarks Originals journey with a collaborative Wallabee Boot, set to be available online for $190 on November 10. He has infused his distinctive style into the Wallabee with a bold red and black camo print featuring his ‘Unruly’ signature.
“The Wallabee is my favorite Clarks shoe, so it felt right,” he explains. “Red, black, and purple are unruly colors. Big shoutout to Clarks; we’re going even harder on the next design in store.”
While the Wallabee is Popcaan’s preferred Clarks shoe, the brand represents much more to the 35-year-old than just another fashion label—it’s a symbol, a statement.
“Wearing Clarks makes you a part of the street culture, so when politicians and others wear Clarks, they think they’re connecting with the streets,” he adds. “The brand holds great significance in my culture, naturally becoming a part of Jamaican history known worldwide. It’s something we all grow up with, and I suppose the kids of today will carry it forward as well.”
Two years ago Clarks recruited Nomaddz, Rahiem Sterling, Millionz, Protoje and Koffee to be part of their Clarks and Jamaica campaign. Neither then or now did Clarks use any of the songs that made Clarks popular in contemporary dancehall such as Clarks, Clarks 2 and Clarks Again by Popcaan’s mentor Vybz Kartel.
