The brand has long been the shoe of choice for indie rock bands such as Oasis and The Verve, but Clarks says it is the first time it is communicating its connection to the music scene. It aims to “encourage a sense of community, loyalty and engagement”.
The brand is also launching what it calls a “pop-up store” within the Clarks store in London’s Piccadilly. An entire floor will be dedicated to the Clarks Original brand from 7 to 20 February, and it will host a week of “guerrilla activities” including live music events.
Clarks Originals has partnered with The Strummerville Foundation – the charity set up in memory of Joe Strummer, lead singer of The Clash.
The brand will make a £2 donation to the charity for every pair of Festival Classics Desert Boot, Natalie, and Wallabee shoes sold.
Gemma Green, Clarks Originals marketing manager, says: “This opens an exciting new chapter for Originals. Our shoes have been on the feet of musicians (and music fans) for decades and it is time we communicate the passion we have for music. There are many parallels between musical expression and the values we hold dear; authenticity, individuality, craft, creativity.”
The online and in-store campaign was developed by retail brand agency Yellowdoor.