Dancehall artiste Popcaan rose to fame in the mid-2000s with hits such as his massive collaboration with Vybz Kartel and Vanessa Bling, Clarks. The single was an ode to the popular British shoe brand, pushing other brands to the side and highlighting the various styles manufactured by the company in lyrics such as “Di new Wallabees hotter dan sulphur.”
Clarks had long been loved by Jamaicans, both on the island and in Britain, but the single helped propel the brand in the eyes of Caribbean people to new heights as a symbol of status and style. In a truly full-circle moment, Popcaan is now set to release a new Wallabee design in partnership with Clarks this Friday.
On Monday, Clarks teased fans that “Something unruly is coming,” sharing a photo of the deejay at St. Michael’s Tower in Glastonbury Tor, Glastonbury, England. Popcaan, who had his back turned to the camera in the photo, commented under the post that it was going to be crazy.
Prior to the announcement that Popcaan would be partnering with Clarks, he had shared photos from his Glastonbury trip on his Instagram page in August. Unbeknownst to fans, the artiste was already rocking the new Wallabee design while in England and even wore them on a trip to the Jamaican seaside.
Speaking on his partnership with Clarks, Popcaan told Highsnobiety that the brand was not only a factor of street culture but Jamaican culture as well. Popcaan shared that he first saw Clarks worn by a Rastafarian during his childhood, long before his fame and wealth.
The family deejay had wanted a pair to wear to school but could not afford it. Popcaan explained to the outlet that the brand was viewed as respectable and clean by Jamaicans and is still highly favoured among students. Popcaan also shared that his favourite type of Clarks was the Wallabee, which influenced his decision to partner with the company on the new design.
The new Wallabee will feature the deejay’s name on the shoe’s fob and his trademark saying, Unruly, on a black and red camouflage print, as red, black, and purple are the unruly colours. The new Wallabee will be available for sale online on Friday at the cost of US$190.