Clarks Originals are rolling out a new popup retail space in London with a key focus on music, part of a new move by the brand to "encourage a sense of community, loyalty and engagement”.
The temporary retail space will see a whole floor of the Clarks store in London’s Piccadilly taken over with the new positioning, as the venue plays host to a series of “guerrilla activities” including live music events, over the course of a week in February.
A number of the live acts performing are bands that have been mentored by Strummerville, a charity set up in memory of Joe Strummer to encourage new music creation. Clarks will donate £2 for every pair of boots sold within the associated Strummerville range.
“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.,” said Gemma Green, Clarks Originals marketing manager. “There are many parallels between musical expression and the values we hold dear; authenticity, individuality, craft, creativity.”
Clarks has long been associated with musicians, and recently created a joint venture shoe with Liam Gallagher's Pretty Green clothing label.
The footwear brand also received a major sales boost last year when Jamaican dancehall artist Vybz Kartel dedicated an entire track to his love of the shoes. Clarks rapidly sold out in Jamaica as a result, with sales also boosted further afield in the US and the UK.