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Clarks In Jamaica
Why Are They So Popular?

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Clarks In Jamaica | Desert Jamaica (Jamaica Observer)Clarks In Jamaica | Desert Jamaica (Jamaica Observer)

If you ask a Jamaican to name a shoe brand, there is a high chance they will say Clarks. But what is the reason behind the popularity of Clarks in Jamaica?

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I don’t think the Clarks brand shoes are as popular anywhere else in the world as it is in Jamaica. And there is no shoe brand more popular than Clarks in Jamaica. As early as the 1920s, these shoes have been a mainstay in Jamaican fashion and our culture in general. But what is the reason behind the popularity of the shoe on the island?

Where Are Clarks Shoes From?

Clarks is the brainchild of the Clark brothers, Cyrus and James, who in 1825, came up with the new design for shoes. The shoes did not get popular in Jamaica however until the 1970s.

What Are Clarks Shoes Known For?

Clarks are known for their durability above everything else. Also, durable shoes are usually quite uncomfortable and, well, ugly and unflattering. Clarks branded shoes are set apart because it is one of the first instances where you did not have to sacrifice comfort or style for durability.

Why Do Jamaicans Love Clarks?

Well back then, Jamaica's simply couldn't afford more than a single pair of shoes, therefore, having more than one or two pairs of shoes was a luxury at the time. Most people still went barefoot because they could not afford to buy shoes.

Clarks, having gained the reputation of being a durable shoe that was built to last a lifetime, was the perfect shoe for Jamaicans. Especially because the main way to get around was by walking. Clarks introduced the first casual and comfortable shoes to Jamaica that still managed to be minimalistic and stylish. This meant this one pair could be worn everywhere and with everything.

It also made sense that the shoes came from Britain as well. Jamaica had just very recently gotten its independence from British rule in 1962, therefore Britain was still Jamaica’s main trading partner.

Today, however, while Jamaicans still purchase these shoes for their durability and comfort, they spend copious amounts on acquiring Clarks branded footwear because of the styles and the significance it has to Jamaican culture. It is a very versatile shoe and we wear them to every event possible. Work, church, weddings, court, funerals you name it. Even the worn-out pairs are used as work boots at construction sites or even farming shoes.

I think though, they are most famously known as “THE” school shoes in Jamaica, especially in high school. As kids, it is almost a right of passage to get your first pair of Clarks to begin high school. The Jamaican school system requires wearing a uniform, and although the colours of your shoes too are regulated to black or brown and occasionally white, your bag and shoes are the only way of expressing a little bit of your style and personality while at school.

Even our current Prime Minister, The Most Honourable Andrew Holness has spoken about his affinity for the shoe brand and can be seen wearing different pairs all the time.

His most famous appearance to date though, is the green pair he wore in 2020 to announce the date for the general elections that year. He could be spotted wearing them several times on the campaign trail and wore them when the JLP was elected for yet another term in government.

While generally accepted now, Clarks got a bad reputation in earlier years for being the shoes of choice for unsavoury characters in Jamaica. The story is even told of a police officer who was able to separate a crowd of people into two groups because he could tell who the “bad men” were based on their choice of footwear.

While generally accepted now, Clarks got a bad reputation in earlier years for being the shoes of choice for unsavoury characters in Jamaica. The story is even told of a police officer who was able to separate a crowd of people into two groups because he could tell who the “bad men” were based on their choice of footwear.

This narrative was further influenced by the fact that many people in Reggae music were also very fond of this footwear. The shoes were often featured on album covers of many Reggae artistes throughout the 70s and 80s. There have been countless songs made about the shoe, the first instance was  Little John’s Clarks Booty, a song from his album of the same name. This carried over to Dancehall music as well.

In 2010 however, the influential Dancehall artistes Vybz Kartel and Popcaan along with other members of The now infamous Gaza Empire released the song Clarks. This created an even deeper obsession with the shoe than ever, especially among the younger generation. They start flying off shelves like never before.

Now, they aren't only sold in simple or sober colours. It is now possible to own red, green, gingham, plaid or even polka dot types. As if that wasn't enough, when the ones in the stores didn’t seem as though they would garner enough attention, people began to spend hours customising their pair.

The line “the leda (leather) hard, the suede soft, toothbrush tek (take) out the dirt fast” gave new meaning to the care your pair of Clarks in Jamaica. Everyone with a pair now had a toothbrush and could be seen cleaning their shoes countless times daily.

But that isn’t even the greatest lengths we have gone to, to preserve these shoes. Some even with the potential to cause serious health issues. Schoolboys especially would go overboard in their quest to preserve the colour of their school shoes. So to ensure their shoes stayed black, they would use the dust from batteries to clean their shoes. It would ruin both their uniform and yours if you happen to be too close to them, but for them, it was worth it.

Why Do Jamaicans Put Their Shoes In The Freezer?

On any given weekend you could see a pair of freshly washed shoes in a black plastic bag in the freezer, to every Jamaican mother’s despair. You see, leaving it in the sun would melt the “cheese bottom” (the bottom of the shoe. So naturally, the next best place to put them is in the fridge as this would help it keep its form for longer.

One of the most egregious things you can do is step on someone's Clarks in Jamaica, especially a freshly cleaned pair. This can lead to a spat or a falling out between even the best of friends.

Popular Types Clarks In Jamaica

  • Dessert Boot
  • Wallabee
  • Weaver
  • Trigenic Flex
  • Ashridge Walk

The Desert Trek is the most popular type of Clarks in Jamaica in my opinion, though that isn’t what we call it here. The desert boot was made as a hiking shoe and so, there is the silhouette of a man carrying a hiking bag stamped to the heel of the shoe. But for Jamaicans, it very much resembled a thief escaping with a bag of cash. Therefore, in typical Jamaican inventiveness, they were christened “Bank Robbers”.

Are Clarks Shoes Still Popular In Jamaica?

They definitely are! So much so, that Clarks felt that this commitment the island has shown to the brand needs to be highlighted in a documentary. We got to see the unique perspective of not only prolific musical figures that helped to build what we now celebrate as our culture, but we also got the perspective of younger Jamaican artistes and what the shoes meant to them.

Since the shoe brand is based in England and there is in fact a strong Jamaican community in Britain, they also spoke to some of those people, who shared what it was like to be able to send back these well-loved shoes for your family in Jamaica and how special it was for them.

The documentary starts with Sheldon Shepherd asking “Why is Clarks engraved in Jamaican culture?”. Well, that is exactly what he and other Jamaican personalities Evie, Protoje, Koffee Lila Ike, Sevana and British personalities with Jamaican heritage, footballer Raheem Sterling and UK Drill artiste M1llions sought to uncover during the documentary.

Watch Video! Clarks In Jamaica

The Clarks In Jamaica Documentary

Jamaican Inspired Clarks Shoes

Clarks also released limited edition Jamaican inspired pairs of the Desert Boot, “the Jamaican Desert” and the Wallabees, “The Jamaican Bee” to commemorate 60 years of being in Jamaica.

Clarks In Jamaica | Jamaican Bee (Jamaica Observer)Clarks In Jamaica | Jamaican Bee (Jamaica Observer)

The Jamaica Desert comes in two colours, the signature black with black, green and gold stitching (an ode to the colours on our national flag) and a bright yellow pair. The Jamaican Bee is again a signature black, with black green and gold stitching at the ankle of the boot and the hiker’s silhouette on the heel. Ever since they have been released, I think every single Jamaican has tried to get their hands on a pair.

The brand is also giving back to Jamaica for the years of support by sponsoring the Marverly Primary and Junior High School as well as working with Koffee through her charity organisation Families Rule/MTLT, a charity focusing on youth empowerment through training, mentorship and scholarships.

If there is one thing I know Jamaicans will do is support people, brands and companies who appreciate and support our culture and our people. So I think this initiative by the brand will even further cement the legacy of Clarks In Jamaica.

The brand is so diverse that the footwear are treated as unisex, however, I am now seeing Jamaicans in Clarks branded ladies heels, sandals, and children's footwear too. It is therefore safe to say that Clarks will continue to be a respected and preferred brand of footwear in Jamaica for the foreseeable future.

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References & Sources For Clarks In Jamaica

  1. Clarks continues Jamaica trek. https://www.jamaicaobserver.com/entertainment/clarks-continues-jamaica-trek_217245 
  2. Sole of a nation: how Clarks became Jamaica's favourite footwear | Fashion | The Guardian, https://www.theguardian.com/fashion/2021/may/11/sole-of-a-nation-how-clarks-became-jamaicas-favourite-footwear

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