Reggae goes skateboarding
IN its bid to break into the trendy skateboard market, all-reggae label VP Records has teamed with the Vans shoe company to produce an exclusive footwear endorsed by top reggae, hip-hop and American artistes.
Made from hemp, the red, green and gold Dub Rockers shoe is a promotional item for the 10-song Dub Rockers Volume 1 album, which was released by VP in August.
The set, which has songs such as Complicated Girl (Etana), No Cocaine (Capleton and Inner Circle) and Change (Alborosie and Busy Signal), is available through iTunes until February 11.
Michael McGraw, head of digital marketing for VP, described the partnership with Vans as "a very important step for us".
He added: "Reggae music is ingrained into the skateboard and surfing culture, so this is a natural fit."
Approximately 120 pairs of the shoe were produced by Vans, a leading player in the skateboard industry.
In December, hip-hop star Redman and Angelo Moore of punk/reggae band Fishbone were presented with a pair at a Dub Rockers event at Le Poisson Rouge in New York.
The skateboard/surf market is a lucrative one, especially on the United States west coast and in Hawaii, where there is a vibrant reggae market.