There is nothing offensive about a pair of Clarks. Desert Boots, Mountain Treks, and Wallabees, these are the simple suede chukkas that your mother probably bought you for your first day of elementary school, and what could be offensive about that?
And yet, in Jamaica, the one word most associated with Clarks is “rude.” As in rude boys, the rebellious subculture that emerged amongst Jamaica’s lower class during the 1960’s. Driven by a reggae backbeat, Jamaica’s disenfranchised youths became enamored with the skinny suits, raucous music, and devil-may-care demeanor that defined England’s counterculture movement. The interplay between youth cultures in Jamaica and England was a mutually beneficial relationship that ultimately gave Rude Boys a chance to separate themselves from slum-life in a way that simultaneously audacious and aspirational.