‘Clarks And Jamaica’ Doc Teaser Draws Ire For Omitting Vybz Kartel, Super Cat, Popcaan, Jahvillani
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”.
The featured stars whom the Clarks-wearing Dancehall fans have said are underserving are Koffee, Protoje, Lila Iké, and Mango singer Sevana. They have also questioned the incorporation of Jamaican-born England footballer Raheem Sterling, but have not commented directly on the inclusion of British Y Pree drill artiste M1llionz who is also featured.
The company had written also, that: “the connection between Clarks and Jamaica goes back a long way” and that it wanted “to give back to a place that has given us so much. So, we’ve teamed up with Koffee and her Families Rule/MTLT charity that strives to empower kids through training, mentorship and scholarships”.
In mid-March, Clarks Originals had said it would be engaging in endorsement deals with Reggae and Dancehall artists to do promote its new ‘Jamaica Pack’ line, which is set to be officially be launched this month.
The assurance had come after the company was taken to task by several Jamaicans skeptics who said they hope it was not seeking to exploit Brand Jamaica brand for selfish gain, by unveiling the line which carries the Jamaica Trek, Desert Jamaica and the Jamaica Bees and which is part of their Spring 2021 collection.
But today, for gordonmckenzie56 and other Dancehall fans, Clarks was ‘out of order’ and disrespectful for what they say was the company’s poor choice of artists who played no role in the popularity of the brand in Jamaica, either back in the day or in modern times.
“No Supercat? No Little John? Jus the youngers? How you gonna explain a story without the originals. Plus Vybz is the reason for the modern revival around Clarks,” sammy.samss wrote.
“So wha happen to the Foundation artists from the 70s and 80s who set the trend? Sign Super Cat, sign Little John…and as a newer artist…no Popcaan??? Who tf listen to No Madzz??” gordonmckenzie56 declared.
“@clarksoriginals big big violation man. What happen to @supercat_dondada and @vybzkartel do you even know how Clark’s where made to superstardom here. Thank these people. You need to do better than that,” a peeved 101wild1 said.
As the Jamaicans demanded just treatment for Kartel, troythevans declared; “Yow a Vybz Kartel make Clarke’s start sell not them wanna be Rasta yah! @clarksoriginals Vybz Kartel deserve this credit he’s the one who put you guys back on in Jamaica and you guys know it. I’m sorry but I’m not gonna purchase your shoes Bev this is not true.”
Some fans also said even if Kartel could not be reached because is incarcerated, then Popcaan, who featured on his iconic Clarks song, ought to have been contacted and featured.
Jahvillani, they said, ought not to have been omitted either as he had paid tribute in song as well — Clarks Pon Foot (2019), Suede Clarks (2020).
“Vybz Kartel made Clarks popular in JA. He had all the songs about the shoes none of those artist didn’t dedicate a song to @clarksoriginals what happen to @popcaanmusic who was featured on the hit clarks record in Jamaica! Do the research first before y’all go promo. We the Jamaican ppl don’t like what’s going on here give Ceasar what’s due to Ceasar 😠,” shannelle_no.5 declared.
“Clarks has been apart of Jamaican culture from way back and it was that noticeable to that extent until @vybzkartel sing about it, so I don’t see y he wasn’t mentioned in any of these post… and me no think most a dem artist yah weh dem a show wear Clarks like the ghetto youth them so me think dah thing yah need fi reshuffle,” charra_logic pointed out.
Some Gaza fans said Kartel ought not to have been exempted because he was the reason Clarks prices rose and began selling out in stores.
“@clarksoriginals @vybzkartel even make clarks run short in stores a Jamaica so how him not in this? We need answers! Stop fight out the man ting work kmt…right now a kartel should av been the brand ambassador fi clarks,”
addi__gaza declared.
He then added: “@clarksoriginals nun a them artist there that you guys have up dont av a hit song about clarks a @vybzkartel make everybody ina Jamaica a wear clarks up to this day give the man him credit, kartel av so much hit songs about clarks even the price of clarks when up…do uno research before promoting fkry kmt.”
There was a lengthy discussion which ensued when rudeboi_876_718 demanded to know: “Y Vybz Kartel wasn’t mentioned?!”
“They can’t post nothing about Vybz and it’s sad but they know how much he contribute to the brand,” enriquechopshop replied.
One commenter, robertdennis756, responded that Clarks was around before Vybz Kartel and asked “why would you want them to mention a convicted criminal?”
“There might be issues to include Vybz bc of his incarceration…but dem draw fe dem hippie Reggae ppl ya and lef out Popcaan who is very accessible.” It has everything to do with his conviction and incarceration…Clarks a tek the soft road to protect their brand…wid dem uptown hippie dread ya,” he added later.
“No excuse, see popcaan deh… if dem nah use addi use popcaan… jahvi did get recognition wah day eno….But wen it comes on to popcaan and addi me never yet see them give them recognition yet not once… And a dem man deh make clarks move from 5g to 15g ya now,” oneal_gaza stated.
Wanting to have the last word regarding Kartel, rudeboi_876_718 ordered Clarks to: “give the glory to his kids then, dem a artist to 😂”.
Clarks’ move to finally engage Jamaican artists has been viewed by many Jamaicans as being long overdue, as the brand has been an all-time favorite of Rastafarians and the nation’s Dancehall artistes, who glorified and immortalized Clarks’ ‘Bank Robber’, Wallabees and Desert Clarks in their songs, dating to as far back as the 1970s.
The song which paid the greatest direct homage to Clarks back then, was Little John’s Clarks Booty . Other all-time classics which hailed the brand were Super Cats’ Trash and Ready and Eek-a-Mouse’s Wa do dem?
The Dancehall love affair with Clarks shoes was so profound that it inspired One Love Books’ founder Al Fingers, to undertake a compilation of tracks dubbed Clarks in Jamaica, in celebration of Jamaica’s enrapturement with the footwear, which documented the enduring relationship between Jamaica and the British brand.
The popularity of Clarks in Jamaica has even attracted the attention of Vogue fashion magazine, which published an article in 2015 titled How Jamaica fell for the Desert Boot: The Story of Reggae’s Love Affair with Clarks”.
Vogue noted that when Clarks introduced the Wallabee in 1967 and the Desert Trek “which was instantly re-christened ‘Bankrobbers’ in Jamaica in 1971, they practically flew off the shelves, straight onto the album covers of Reggae’s most influential singers and DJs, Rastas a and razor-trimmed lyrical gangsters alike”.