‘A good fit’ - Clyde McKenzie hails Popcaan’s ‘Unruly’ Clarks deal

Music scholar Clyde McKenzie says the deal between dancehall artiste Popcaan and the iconic Clarks brand, is the right fit as the deejay has a history with the brand and is the type of "in the street" artiste it represents.

"[It is] a brand that is sturdy ... strong and stylish in its own rugged way. Companies always look for the most suitable people to associate their brands with and somebody like Popcaan that represents the street is a good fit for Clarks," McKenzie told THE STAR.

This merger will see the 'Unruly Boss' Popcaan, joining forces with the British shoe company to debut his customised 'Wallabee Boot' on November 10. The shoe will be available in red and black colours and features the signature 'Unruly' slang, for a cost of US$190 (approximately $29,260).

According to global fashion media brand, Highsnobiety, the Firm and Strong artiste is thrilled about this deal and stated his reasons for venturing into this market.

"The Wallabee is my favourite Clarks [shoe] so it's only right ... Red, black and purple are unruly colours. Big up Clarks, we going harder on the next design in store," an excited Popcaan shared.

Noting the artiste collaborated with Vybz Kartel in 2010 on the smash hit Clarks, McKenzie agreed that the partnership is "kinda natural".

"He actually did it [promote Clarks] before he had any kind of commercial relationship with the brand so people will think that this is something that is very authentic. Its only logical," McKenzie stated.

McKenzie encouraged more Jamaican artistes to tap into this venture of making more "revenues" through similar alignments.

"Having your own line of footwear or products is one of the best moves in generating revenues for artistes. We have not done very well in that area up to this point, but when we look at [an artiste] like Rihanna, she has become a billionaire (according to Forbes), and a lot of that is due to her Savage X Fenty line and her association with a major brand ... same thing happened to Kanye West. So the dancehall acts need to be taking advantage of those opportunities," McKenzie suggested.

As Popcaan recalled his desire as a child to own a pair of Clarks, he also expressed the deeply rooted association of the brand and its cultural ties to the Jamaican culture.

"My earliest memory of Clarks is wanting one to wear to school and couldn't afford it. Wearing a pair of Clarks makes you a part of the street culture, so when politicians and them wear Clarks they think it's cool to the streets," Popcaan told Highsnobiety.

"The brand means a lot to my culture so it's naturally a part of Jamaican history known worldwide. We all take to it and I guess as kids live, they'll learn," the artiste added.

In agreement, McKenzie, said the footwear represents a brand that is similar to the characteristics of most Jamaicans and ties in perfectly with the culture.

"Clarks has been one of the most iconic footwear we've had in Jamaica for decades. Part of it is because of its rugged nature, it fits the image of toughness and it's very strong. It presents an image that's like a no-nonsense kind of vibe ... not delicate in any way... . It's very popular among a certain socio-economic class. It's a way of standing out within a certain group," he highlighted.

Popcaan is set for his upcoming 'Great is He' Europe tour slated for this month, and the long-awaited Unruly Fest concert which will take place in his parish on December 22.