Here is some new information in regards to the newest AW12 campaign by Clarks Originals. It’s quite unusual and timely as it’s the celebration of Jamaican independence this year.
In celebration of 40 years of the Originals Desert Trek and the shoes ingrained existence in Jamaican culture Clarks have launched an exclusive collaboration with the mighty Reggae record label, Trojan Records.
Taking the Reggae hit released by Trojan Records and The Pioneers “Let your yeah be yeah” the campaign will see Originals bring on board four international and globally renowned DJs and producers, Tokimonsta (US), Mighty Crown (Japan), Riva Starr (Italy) and Toddla T (UK), who are all renowned for the unique flavour and position in the industry, mainly being Toddla who has bagged a permanent spot on Radio One and Riva who has just launched a huge summer track with Basement Jaxx
These tracks will then be available for exclusive FREE download on the Originals site from July as well as exclusive films of each artist mixing and talking about their music in their home towns.
To coincide with this collaboration there will be an exclusive Trojan Desert Trek launched as well as a beautiful coffee table book launched on October 16th which through current and historic photographs, interviews, and previously unseen archival material, and with particular focus on the Jamaican musicians, it documents those who have worn and sung about Clarks Originals shoes for years. This book explores how footwear made by a Quaker firm in the small, quiet, English village of Street, Somerset, came to be the “baddest” shoes in Jamaica.