Inner Circle’s classic single “Sweat” was reworked for H&M’s latest summer campaign. The Swedish clothing brand recruited British soul star Izzy Bizu to perform an acoustic version of Inner Circle’s hit “Sweat (A La La La La Long)” as the theme song of their summer 2016 line.
Ian Lewis, the reggae band’s co-founder and the song’s writer, told the Jamaican Observer that H&M’s endorsement speaks to Sweat’s enduring appeal.
“It shows the versatility of Inner Circle and longevity of the music. Sweat is almost 14 or 15 years old and it’s still current. It shows a younger audience can relate to our music,” Lewis said.
Inner Circle’s co-founder and guitarist, Roger Lewis, was ecstatic about H&M’s song selection.
“Mi very happy ’bout dat. It’s good to know the people appreciate the vibes,” he said.
He said he’s urging local artistes to think broad when creating music.
“Artistes must think international when creating songs. Look at Shaggy’s Boombastic and the Chase Bank, and Take Your Time by Hopeton Lewis in the beer ad. I’m not bashing anyone, but we have to thing big,” he said.
Read the article in full here and watch the commercial below.