The First-Ever Clarks Clothing Is Really Just Clarks Merch
Founded before the telephone, lightbulb, and car, Clarks has had plenty of time to perfect the shoe. Having refined its footwear over centuries, Clarks is taking its first steps into clothing.
At first glance, the debut apparel launch from Clarks containing simply shirts, hats, and socks, comes across more like branded merch than a full fledged collection. And you know what? Maybe it is just some good old fashioned merch.
Amid the glitz and spectacle of fashion week, Clarks took a quieter, self-contained approach that stood out as an uncomplicated affair. The inaugural Clarks clothing collection is decidedly self-referential and vintage-inspired, reminiscent of corporate merch from the 70s that you can still find deadstock on eBay or resold at a premium in vintage boutiques.
But the ease is appreciated. Self-branded lines at heritage houses so often spill over into corniness, which this small clothing collection avoids with its unabashed earnesty.
The unisex, boxy, heavyweight cotton tees feature graphics with a purposefully off-kilter design. Details like the graphics’ noisy texture, which imitates ink grain, and oversized trademarking all toe the line of the kitsch associated with throwback promo pieces. The embroidered logo caps feel recognizable, like something found in the wardrobe of your older brother's cool friend or, more likely, their dad. In a similar vein, the heavyweight cotton socks are embroidered and striped in an earthy color palette faithful both to the signature Clarks shoes that inspired the line — the Wallabee, Desert Trek, and Desert Boot — and the company’s retro mascots: the Wallabee and Trek Man.
In its quiet way, it underscores the enduring appeal of familiarity and simplicity. Clarks doesn’t need to reinvent the wheel (or shoe) — it's a footwear brand firstly and foremostly, so why not a clothing line that serves to complement the hero product?
And on that front, Clarks' creative focus remains on its shoes, as evidenced by the dramatic cow-printed pieces created under the guise of guest creative director Blanche Yu. Yu, a Chinese-Mongolian artist who previously collaborated with LOEWE, epitomizes the Clarks approach by going shoes-first. Less dadcore, more handcraft. But, still, plenty dadcore.
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