- Words Notion Staff
- Photography eL Puru
- Video Director Meji Alabi
Chronixx shares the visuals for his uplifting new tune, "Cool As The Breeze/Friday", wearing Clarks Originals new White Desert Boot 221 style and Desert Treks.
Directed by Meji Alabi, Chronixx’s latest music video “Cool As The Breeze/Friday” features stunning, colourful visuals of Jamaica. In it, Chronixx sports Clarks Originals’ most exclusive drop to date, the White Desert Boot 221 style.
The new iconic style is spotted throughout the video, as Chronixx matches the shoes effortlessly with an array of chic and vibrant outfits.
The new silhouette drops on August 22nd, making Chronixx is the first talent to be seen wearing the 221. A twist on a recognisable style, they launch in line with the 70th anniversary of Clarks’ original Desert Boots.
Produced by Pantha, “Cool As The Breeze/Friday” is a dedication to Chronixx’s hometown of Kingston, Jamaica. “This tune is about everyday people of the world, but really a song about us in a Jamaican life that we live,” he said.
In the video, Chronixx is seen seated in a floating armchair, as a fleet of motorcycles joining him to weave past Kingston’s pastel-coloured buildings. We see street parties with people dancing to the rhythm of a sound system, and kids riding around on their bicycles. The visuals pictures an idyllic way of life, “where every day is summer, and every day feels like a Friday,” as Chronixx sings on the song’s chorus.
“Cool As The Breeze/Friday” is another taste of Chronixx’s upcoming sophomore album ‘Dela Splash’ due to release later this year.
Clarks has had a long-standing relationship with the Jamaican talent, from their launch of the ‘Clarks In Jamaica book’ written by Al Fingers in 2015, in which Chronixx was featured the year before as an emerging talent. Now, the pair have teamed up for Chronixx’s latest project, which celebrates Jamaican culture.
As well as the White Desert Boot 221 style, Chronixx is also seen wearing a pair of grey Desert Treks, a Clarks’ collaboration with Neighborhood. The Desert Treks are often referred to as ‘Bank Robbers’ in Jamaica, so the historic brand was keen to infuse this style into Chronixx’s music video to allow for the shoe to be seen through the current cultural lense, a nod to the past but looking to the future.
The son of reggae artist Chronicle, it’s no wonder Chronixx has been musical from a young age. In addition to a stream of singles that have racked up tens of millions of streams – including “Here Comes Trouble” and “Skankin’ Sweet” – he’s released three full-length records, ‘Dread & Terrible’ in 2014, ‘Chronology’ in 2017 and most recently ‘Dread & Terrible Project – 5th Anniversary (Deluxe Edition)’ last year.
Since his first release in 2012, Chronixx has collaborated with a range of musical talents, from Sampa the Great to Alicia Keys, Free Nationals, JLL and Richie Spice, as well as his own father. In 2019, Chronixx teamed up with Ed Sheeran for a twist on the song “I Don’t Care,” featuring Justin Bieber and Koffee.
It’s this ability to make captivating music and bring reggae to a wider audience that saw Chronixx headline shows across Africa, the Caribbean, the U.S., Canada, Japan, Australian and Europe, including a record-breaking show at London’s Alexandra Palace, where he played to over 10,000 fans, making it the largest capacity headline show by any roots reggae artist in British history.
On top of this, Chronixx has graced the stages of major music festivals, including Glastonbury, Coachella and Governor’s Ball.
All this and yet the world has so much more of Chronixx to see.