Reggae star Chronixx brings Rasta culture to Adidas

‘We are not trying to look good—we are trying to be good,’ Chronixx, the 24-year-old Jamaican reggae singer, tells Vogue when unveiling Adidas’s new Spring 2017 Spezial collection.

[responsive id=’41630′ name=’2017/03/01-chronixx-adidas-ss17.jpg’][responsive id=’41646′ name=’2017/03/zrbaxcp275mxhspb2zer.jpg’]

It’s influenced by Bob Marley, said Gary Aspden, a long-time Adidas fanatic from the UK, who curates the line.

[recommended id=31872]

‘I am a huge fan of Bob Marley (I don’t trust anyone who isn’t), and it was him and his peers who were the first people as far as I am aware to adopt head-to-toe sportswear as a look off the field, way before hip-hop and rappers took on that look.’

‘Within any tradition, innovation is always happening,’ Chronixx explains in the video. It’s a reference to Adidas’s deep dive into its archive: the line features reworked and retro sneakers, tracksuits, parkas and soccer shirts.

[responsive id=’41631′ name=’2017/03/02-chronixx-adidas-ss17.jpg’] [responsive id=’41632′ name=’2017/03/03-chronixx-adidas-ss17.jpg’]

Chronixx is part of a new generation of reggae artists, who are taking on the mantle of reggae icons, but are speaking to a new audience about their concerns.

And a big part of that new audience is in Kenya. ‘Kenya is a very special place for reggae and dancehall music,’ he told a press conference in Nairobi a couple of years ago. ‘The acceptance, support and appreciation for my music by my fans here is very humbling.’

[responsive id=’41633′ name=’2017/03/04-chronixx-adidas-ss17.jpg’] [responsive id=’41634′ name=’2017/03/05-chronixx-adidas-ss17.jpg’]

More about Chronixx

Leave a Reply

Your email address will not be published. Required fields are marked *