In tribute to the nation that warmly embraced Clarks' icons, Clarks Originals designed the Dancehall Collection—a high-energy lineup featuring rich, buttery leathers and premium suedes that reference the colorful vintage clothing worn to the island's dancehalls.
ALUMNI collaborated with Clarks Originals to launch this iconic capsule. It only made sense, as ALUMNI has deep roots in the Caribbean community, with locations in Flatbush and Crown Heights.
Before the activation, a photoshoot was held to highlight the Wallabee of the collection, and we initiated a social media campaign featuring Clarks Originals products available at ALUMNI to generate buzz. The activation took place at ALUMNI in Crown Heights as a dancehall party, celebrating the Clarks Originals Dancehall Pack.
Design was handled by Spliffington, and we used the design to create merchandise such as bandanas and tees, as well as a photobooth backdrop. Additionally, there were window decals in front of the store, decals on the $1 vans that traverse Utica Ave, and influencers were enlisted to assist with the social media promotion of the RSVP and to attend the event. The DJs at the event were Ayanna Heaven, Danglez, and Wifi OG, prominent Dancehall DJs in NYC. Chairman's Reserve provided rum, and we had fresh patties and jerk chicken from Branch Patty and C’Marty’s Jerk.
View the event recap video below:
* role: creative direction, production, post production, marketing, styling
* team credits:
** Ribo Azumaya: creative direction, production
** Bradley Wastler: post production
** Spliffington: design
** Ryuta Hironaga: photoshoot photography
** Stu Pot Productions: recap video
** Elvin Abril: Event Photography