Saturday, 7 July 2012

Clarks Originals Bring Dancehall to the Dancefloor this AW12 with #ORIGINALSREMIXED

In celebration of 40 years of the Originals Desert Trek 
and the shoes ingrained existence in 
Jamaican culture Clarks have launched an 
exclusive collaboration with the mighty 
Reggae record label, Trojan Records.

Clarks Originals Bring Dancehall to the Dancefloor this AW12 with #ORIGINALSREMIXED


Toddla T is the first to be available for download on 2 July
with others following in August









Clarks Originals’ role within the history of 
music and style is remixed this AW12 as the 
iconic footwear brand celebrates 40 years of the Desert Trek 

Taking the Reggae hit released by Trojan Records and 
The Pioneers "Let your yeah be yeah" the campaign 
will see Originals bring on board four international 
and globally renowned DJs and producers, 
Tokimonsta (US), Mighty Crown (Japan), 
Riva Starr (Italy) and Toddla T (UK), 
who are all renowned for the unique flavour and position in the industry, 
mainly being Toddla who has bagged a permanent 
spot on Radio One and Riva who has just launched 
a huge summer track with Basement Jaxx

These tracks will then be available for exclusive FREE 
download on the Originals site from July 
as well as exclusive films of each artist mixing 
and talking about their music in their home towns.

To coincide with this collaboration there will be 
an exclusive Trojan Desert Trek 
launched as well as a beautiful coffee table book 

THE BOOK Released by ONELOVE books by AL FINGAS

launched on October 16th which
through current and historic photographs, 
interviews, and previously unseen archival material, 
and with particular focus on the Jamaican musicians,
 it documents those who have worn and sung 
about Clarks Originals shoes for years.

In Jamaica, Clarks Originals are loved like no other brand. 
They are the island’s ruling style of footwear – the "champion shoes" – 
and it's been that way for as long as anybody can remember.
  
This book explores how footwear made by a Quaker firm in the small, quiet, 
English village of Street, Somerset, came to be the "baddest" shoes in Jamaica.








In a drive to consistently bring fans a unique music experience, 
Clarks Originals will pay the ultimate homage to Jamaican culture 
by taking a Reggae classic and inviting four international artists
 to incorporate their own instruments,
 ideas and fusing with their own genres to create a completely 
new take on this celebrated sound. 
With mutual respect for the influence of Reggae globally 
and an intrinsic link between Clarks Originals and artists 
in Jamaica there seemed no better way to celebrate this AW12.


Alongside this #ORIGINALSREMIXED 
have produced exclusive films in each 
of the artist’s home towns documenting 
who each of these celebrated musicians really are 
and the thought process that goes 
into creating a track in their own unique styles!

Born and raised in the South Bay area of 
Los Angeles USA based TOKiMONSTA (Jennifer Lee)
 was an unfocused pupil of classical piano. 
Now one of the most cutting edge members 
of a growing group of LA based electro producers 
she hopes to fuse elements of vintage sounds 
with classical hip-hop beats for the ultimate in urban favour.

Founded in 1991, The Mighty Crown, 
the Japanese sound systems are the undisputed 
and undefeated sound clash champions. 
Major players on the dancehall scene 
and taking the title as the biggest reggae act 
to emerge from Japan the collective promise 
to explode with a fusion of dancehall, 
reggae and hip-hop in their distinct production style.

In a dramatic climb over the last few years, 
Italian born, London based Riva Starr 
has remixed everyone from Usher,
 Estelle and Plan B, to Fatboy Slim, 
Azari and III and Major Lazer. 
Infamous in the worldwide DJ community 
this colourful and exuberant bright new star
 promises a funky twisted house remix 
for a track that’s dynamite on the dance-floor.

Repping the UK is DJ, record producer, 
re-mixer and composer Toddla T. 
Boasting a permanent slot on BBC Radio 1 
he was recently added to the new late night line up, 
Toddla is a major player in the worlwide music scene
appreciation and love of Jamaican and reggae culture. 
With a technique that spans drum and bass, hip hop, house, 
dancehall and dubstep, this remix is 
sure to bring this dancehall track down to the masses.

Inspiring the remix and the relaunch of the classic 
and much loved Desert Trek shoe are Trojan Records 
who are recognised as leading the way in presenting 
the very best in classic Jamaican sounds,. 
From the Rocksteady and early Reggae sounds 
to the modern styles of Dancehall and Jungle, 
the company has highlighted the cream of Jamaican talent,
 with the likes of Bob Marley and The Wailers, Dennis Brown, 
John Holt, Ken Boothe, Toots and The Maytals 
and The Inner Circle all included on its illustrious roster.

As much part of Jamaican culture as salt fish 
and roast breadfruit, 
Clarks Originals boasts a long standing relationship 
with the musically sound island. 
Popular with residents and dancehall stars alike, 
the natural integration of the shoes 
with the vast musical culture of the island is inherent. 
In the coming months a book will also launch 
that documents the existence of the brand in Jamaica.


The History of the Desert Boot

The Desert Boot was designed by Nathan Clark in 1949. 
The story begins in Burma 1949, while serving with the West African Brigade,
 a young Nathan Clark creates the Desert Boot. 
The inspiration for the shoe came from a crepe-soled boot made out 
of rough suede popular in Cairo’s fabled Old Bazaar. 
The footwear of choice for off-duty Eighth Army officers,
 it was the boot’s simple line and conspicuous comfort that 
struck a chord with Nathan, a chord that,
 60 years later, still chimes with people all over the world.

Over 60 long years after its debut, 
the Desert Boot lives on, its simplicity, 
its versatility and its individuality have all helped to secure its 
place on the roll-call of iconic design. 
It has become a cult classic, transcending trends throughout the ages. 
Worn by Icon’s of past and present, 
from Steve McQueen, Bob Dylan, Paul Weller and The Beatles, 
to the Raconteurs, Florence Welch and the Arctic Monkeys.

Toddla T


In 2007 Toddla T (aka Tom Bell) was working in a shoe shop 
in his hometown of Sheffield, DJ'ing at weekends and was producing 
beats and tracks with his friend Scott as Small Arms Fiya. 
Now it's 2011 Toddla T is making the finishing touches 
to his second album on the legendary Ninja Tune label, 
has a regular slot on BBC Radio 1 and has produced 
tracks for some of the UK urban scenes biggest stars 
(hands up Tinchy, Jammer, Bashy, Roots Manuva and Ms Dynamite). 


A renowned DJ around the globe, he is a star 
of his own Toddla TV channel online and 
has worked in studios from Kingston Jamaica to Kingston upon Hull. 
Not to mention the recent launch of his 
Girls Music Label which, after only 3 releases 
has already featured productions by British dance music heroes Sticky and Roska. 

TOKiMONSTA
Los Angeles native, (aka Jennifer Lee) is known 
for her unique take on electronic/hip hop music. 
Using her childhood background in classical piano 
along with her love for soul and esoteric electronics, 
she creates vast textural soundscapes, which fuses
 vintage sounds with progressive styles into something
 truly distinct. Her music has been recognized and 
praised by the very best in tastemaker and mainstream
 media and she has been featured on various large scale 
radio programs such as: BBC Radio1, The Guardian and 
Dazed and Confused. TOKiMONSTA has also just signed to ULTRA Records.

RIVA STARR
Driven from his Italian motherland by a compelling 
desire to reinvent, innovate and progress, 
Riva has made the world his home: A Neapolitan 
cultural exile with a degree in Chinese literature; 
a passionate family guy who still manages to juggle
 a DJ schedule of over 200 international gigs a year, 
a label and production duties. As the very name of 
his own label Snatch suggests, Riva’s unpredictable 
selection squeezes juices from all over the spectrum 
to colour his trademark "bouncing house” productions… 
Or as Fatboy Slim simply puts it… "Riva is crazy sexy cool".

TROJAN RECORDS

Since its creation in 1968, Trojan Records has 
led the way in presenting the very best in classic
 Jamaican sounds, from the Rocksteady and early 
Reggae sounds that dominated in the years of its 
launch, up to the modern styles of Dancehall and 
Jungle. The company has always taken pride in 
the quality of its releases, which has highlighted the 
cream of Jamaican talent, with Bob Marley and The Wailers, 
Dennis Brown, John Holt, Ken Boothe, Toots and The Maytals 
and The Inner Circle all included on its illustrious roster. 
The output of the leading producers who have been 
instrumental in the developing sound of Jamaican 
music has also received due attention, with the works 
of such legendary figures as Arthur 'Duke' Reid, Lee 'Scratch' Perry, 
Clement 'Coxsone' Dodd and Leslie Kong 
all featuring prominently on Trojan releases.


As you all know I have just been on my fabulous trip round the Med
and was pleased to see Clarks in the middle of Bologna just
by the twin towers on Piazza della Mencanzia


Until next time J Xx



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