Clarks, an iconic name synonymous with comfort and quality, has a rich history dating back to the 1800s. Brothers Cyrus and James Clark began by crafting sheepskin rugs in Somerset, England, and over the decades, the brand evolved into the world's largest shoe manufacturer. Today, Clarks continues to be a beloved choice for people of all ages, with its iconic designs resonating with generations. This article takes a deep dive into the early history of Clarks and its recent resurgence.
Early Days of Clarks
Clarks was born from a vision by brothers Cyrus and James Clark in 1825. Their early days began with the creation of rugs from sheepskin. After years of designing and making rugs, the brothers had the idea to use leftover sheepskin to craft slippers. This was the brothers' first entry point into footwear and the catalyst that would lead to Clarks shoes. The shift towards designing slippers was a success, with demand exceeding expectations. Cyrus and James would use the help of family members and locals to keep up with demand, which went unnoticed. In 1851, the Clark brothers received the Great Exhibition award from Prince Albert for their success and help in pushing British industry forward due to the impact they had on providing jobs to their community.
Regardless of the high success from the new shift towards footwear, Clarks would come to face hardship. The global recession that took place at the end of the 1800s affected the entire world, and the Clark brothers were no exception. Faced with hardship, the two brothers were forced to take a loan to survive and enact a new company leader, James’ son William. This marked a turning point for the company as William led the company to a modernized manufacturing process by investing in new technologies. William would also go on to introduce the “Hygienic” footwear line, which was the first shoe line designed around the exact anatomy of the human foot. William’s visionary mindset took the company out of debt and put them back on the path to becoming the global leader in footwear.
The Revival of Clarks
The post-World War 2 era brought a boom for Clarks, marking a period of rapid growth. The global conflict led to shortages of raw materials, testing the ingenuity of manufacturers determined to meet the demand for everyday essentials. Clarks designed a unique, hinged wooden sole, allowing them to continue supplying the nation with shoes even when leather was hard to come by. This period of growth saw the company expand its operations significantly, leading Clarks to open 15 new factories in neighboring towns and cities.
In 1957, Clarks opened its first flagship store on London’s Regent Street. This move marked a milestone in the brand's evolution, positioning it at the forefront of the footwear industry. The post-war era also saw Clarks introducing new materials like polyurethane and technologies like Active Air. These innovations, along with the introduction of new designs, captured the feet of millions and helped the brand remain a global icon to this day.
Rise of Clarks in the Fashion Industry
With the introduction of modern designs and innovations, Clarks started to make waves in the fashion industry. The brand's influence extended beyond traditional shoe manufacturing, impacting fashion trends globally. One of the leading components of this was the introduction of the Clarks Desert Boot. Created by Nathan Clark in 1950, the Desert Boot was inspired by the boots British army officers would wear in Cairo, Egypt. The boot introduced the iconic crepe sole, was a worldwide success, and began a new shift for the brand in the fashion industry.
Clarks' New Collaboration Strategy
In recent years, Clarks has shifted toward collaboration strategies to reach new audiences. The brand has partnered with renowned names like Supreme, OVO, Kith, and even Pokemon. These collaborations serve as a means to excite consumers and bring new customers into the fold while adding new design elements to the iconic Clarks silhouettes.
Clarks' strategy extends beyond just product collaborations. The brand also partners with major publications such as Vogue, Elle, and GQ. This multi-faceted approach allows Clarks to maintain a strong presence in the digital space, further enhancing its brand image. Moreover, Clarks has also ventured into the metaverse, launching games aimed at youth and kids in 2022 and 2023. This move reflects the brand's adaptability and willingness to explore new frontiers, ensuring it stays relevant in the ever-evolving world.
The journey of Clarks from its humble beginnings to its current status as a fashion icon is a testament to its resilience and adaptability. Through the years, Clarks has managed to navigate various challenges, reinvent itself, and emerge stronger. The brand's shift towards collaborations clearly indicates its forward-thinking approach and commitment to staying relevant in the competitive fashion industry. As Clarks continues to evolve, it's clear that the brand's history of quality, comfort, and style will continue to resonate with consumers around the globe.
