Amsterdam X Jamaica.
Dancehall sensation Popcaan founded Unruly Entertainment in 2013 and is devoted to creating art that is embraced worldwide and bringing together like-minded creatives. These are values that made a partnership with Daily Paper, an Amsterdam-based streetwear label that aims to unite global communities, an easy match.
Celebrating dirt bike culture in Jamaica, where Unruly is based, the collection features a balaclava, biker trousers and biker top which avid bikers can sport while riding. These are created in black, green and yellow colourways as a reference to the Jamaican flag. This colour theme is continued into a range of t-shirts and hoodies which feature graphics such as Popcaan as a biker and a dictionary-style definition of what Unruly stands for.
To accompany the clothing, a music video has been created that captures a day in the life of Popcaan and his family outside their home. Watch the teaser video and check out the full clothing collection below, which will be available to purchase globally on September 2, at 12 PM CEST, at www.dailypaperclothing.com and www.unrulyent.com as well as Daily Paper flagship stores worldwide.
VIDEO CREDIT: Director: Florian Joahn; Creative Direction: Ayana Riviere, Izzy Bossy, JeanPaul Paula, Keanna Williams, Ryan Andre Christine
Stylist: JeanPaul Paula; DOP: Christiaan van Leeuwen