British international shoe manufacturer and retailer, Clarks has just unveiled a new short film celebrating its intimate connection with the island of Jamaica.

The Clarks and Jamaica short film includes appearances from famous Jamaican Clarks fans, such as footballer Raheem Sterling and musicians Koffee, The No-Maddz and M1illionz, who detail just what it means to wear a Clarks in Jamaica.

They also speak about how the brand has been adopted and popularised in Jamaica like nowhere else on Earth.

The short film was shot on location in Jamaica in November last year by an all-Jamaican film crew.

Clarks’ connection with Jamaica

The connection between Clarks and Jamaica goes back a long way. Ever since the original Desert Boot hit the streets of Kingston almost 60 years ago, the brand has become intertwined with everyday life on the island and is now synonymous with the country’s rich musical history.

The Desert Boot is a distinctive ankle height boot with crepe rubber sole, usually made out of calf suede leather. Clarks shoes, which are very stylish and expensive, have occupied a special place in Jamaica’s collective wardrobe for over 60 years and people are still invariably asked to “carry down a Clarks” whenever they fly out to Kingston.

Not only does the film showcase the leading names in Jamaican music today but also highlights the collective affinity the people of Jamaica have for the brand. The brand  was founded in 1825 by Cyrus Clark in Street, Somerset, England – where it still has its headquarters.

The company has 1,400 branded stores and franchises around the world and also sells through third-party distribution. In Jamaica, Clarks’ stands not just for quality but also luxury and ‘Britishness’.