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Mutabaruka Not Impressed By Clarks’ New ‘Jamaica Pack’ Collection

By
muta
Mutabaruka

Jamaican dub poet Mutabaruka is paying close attention to Clarks Originals’ announcement of a ‘Jamaica Pack’ line and their promises to use some Reggae and Dancehall artists as brand ambassadors to promote the collection.  The new line is set to be officially be launched in April featuring the beloved Wallabees, Desert Boots, and Desert Trek styles.

While the Clarks company has given the assurance that they will not exploit Jamaican culture for their own gain, Mutabaruka, does not believe this to be true.

In a recorded audio clip, the IRIE FM host said that the only reason the deal was happening was that Holness had endorsed the British footwear maker, when he showed up in the House of Representatives, in the lead-up to General Elections in 2020, in a pair of green Desert Clarks. He questioned why the PM, who he labelled “Baby Trump”, did not give local manufactures the same “big up”.

“The Prime Minister, ah baby Trump did pose off in a Clarks shoes, and from him pose off in ah clarks shoes…… That alone that green Clarks shoes make ah influence.. Influence a whole heap ah youth fe actually want ah green clarks shoes,” he said.

“Now listen to this why the Jamaican Prime Minister couldn’t pose off in ah something Jamaican. So much good shoemaker here.”

holness-green-clarks
PM Holness.

He also recalled an incident where some youths were jailed for making knock-offs and said that they should have been put to work rather than be imprisoned.

“Look how much tailor, look how much cabinet maker, look how much dress maker, look how much shoe maker ah deh ah Jamaica, and this brother here couldn’t find something Jamaican fe promote Jamaica.”

Mutubaraka said that while he understood that Clarks are woven into the fabric of the Jamaican culture, it still meant that a foreign company would be raking in the profits.

He acknowledged that the brand has been a staple of Jamaican fashion since the 70s, which was made even more popular by Vybz Kartel‘s odes to the brand.  However, he also described the promised ambassadorship deals for Dancehall artists as “ah terrible thing” for Jamaica.

“The promotion of the Clarks by the Dancehall artistes ….. Mean say dem weh get pay like if dem ah do a show … but the selling of the clarks will continually be sold under the guise of here’s some Jamaican dancehall youth ah wear dancehall booty out here.”

Muta also took umbrage with Holness’ acceptance of the title Bro Gad, saying that he was endorsing gangster life. “Him accept the title Bro Gad. Him go further in the gangster business and promote Clarks,” he said. “The monetary part, the implications of that is beyond comprehension, when we realise say is the Prime Minister promote it to reach this level.”

The STAR spoke with Jamaica Labour Party Government Senator Matthew Samuda back in 2020 before the elections about Holness’ endorsement of the brand.

“Clarks is an iconic brand that has widescale acceptance among Jamaicans of all walks of life. It’s comfortable and aspirational, which is unique. It is truly a multifaceted brand,” he said. “Much like the PM, the conscious, strategic leader who the youth affectionately call Bro Gad, wearing the green Clarks is an acceptance of this multi-dimensional role of leadership for PM Andrew Holness. It’s an acceptance that he will help Jamaica step into the future, stronger,” he said.

Holness first made his affinity for the Clarks brand known in 2015 ahead of the 2016 elections.

https://twitter.com/andrewholnessjm/status/1226667630599208961

Clarks continues to be highly regarded in Jamaican music, with Caano’s Bank Robber & Pole Shorts, and Jahvillani’s Clarks Pon Foot being recent hits that celebrate the brand.

The company says they will make islandwide community-based charitable donations from proceeds from the sale of the pieces in the collection.