SALES of the British shoe brand Clarks rocketed in Jamaica after a popular rap artist sang about them.
Vybz Kartel wrote a number of songs about his passion for the footwear, sparking a rise in prices and thefts from shops, reported Sky News.
The singer’s first shoe-themed single, “Clarks” featured his favorite styles on its cover – Wallabees, Desert Boots and Desert Treks – and included the line, “Everybody haffi ask weh mi get mi Clarks.”
The shoes became a part of Jamaican culture and Kartel, whose real name is Adidja Palmer, said he owns over 50 pairs.
He since released two follow-up singles – “Clarks Again” and “Clarks 3.”
Describing the shoe brand, Kartel said: “It’s as Jamaican as ackee and saltfish and roast breadfruit. Policemen wear it, gangsters wear it. Big men wear it to their work. Schoolchildren wear it to school.”
Clarks has been a British stalwart since it started in Somerset, southwestern England, 185 years ago, but it was not always seen as the most fashionable of brands.
The business was under threat in 1996 before experiencing a rebirth when celebrities like Noel and Liam Gallagher, of British rock band Oasis, were seen wearing them.
The company is currently experiencing a similar boost in its profile, the cost of a pair rose from $70 to $118 on the Caribbean island.
Kartel, 40, said he was not receiving any money from Clarks for promoting their products so publicly.
Gemma Merchant, Senior Account Manager for Clarks Originals, said “Musicians seem to be naturally drawn to our brand, perhaps because we have an authentic heritage story and our classic styles are exactly that; timeless classics, the appeal of Clarks Originals spans genres, cultures and trends.”
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