How Clarks became a style shoe-in

What springs to mind when you hear the words Clarks shoes? Extra-wide fittings? Moulded soles? Granny sandals and childrens school shoes?
Quite wrong, Im afraid. While that may once have been the labels image, Clarks is now squarely on the fashion editors radar.
It is chic, sought after, and even has waiting lists just like Louboutin but without the eye-watering price tags.

La Jane: Mary Janes from Mary Portas at 79.99. We particularly like the Ox-Blood suede

When Mary Portas launched her collection for Clarks this September, there was quite a scene at my local branch with sensible courts swept aside as the style-savvy scoured the aisles for Mary Ps 79.99 La Magdalene (a vertiginous, peep-toe style in vivid scarlet and shocking pink).
The 1,000-strong waiting list for it was the talk of London Fashion Week.

Licorice Candy: A sleek riding boot which looks way more expensive than its 140 price tag

Model A! lexa Chu ng and singer Florence Welch have been stalking about in the wedge-heeled Yarra Desert Boots, while Liam Gallagher, the Arctic Monkeys, Dizzee Rascal, Nick Cave and Robbie Williams have all been spotted in Clarks designs.
Its a far cry from the Clarks of my youth, frequented almost exclusively by nice ladies of a certain age and reluctant schoolgirls. In summer it was for brown sandals, in winter for brown T-bars with buckles.
To my pre-pubescent self, Clarks was the high temple of uncool. Ive changed my mind. This winter I managed to get my hands on a pair of Majorca Villas (mid-lenth, suede boots now sold out) and I hear that the Neeve Ella (an English country style) is going the same way.
Ironically, this summer, I found myself parting with 45 for a pair of Kestral Soars almost identical to those much-hated sandals of my youth.
Clarks, eager to maintain its fashion cred, is sponsoring bands and even a music festival in Londons trendy Shoreditch. The 186-year-old brand was even referenced in a rap song.
It all goes to prove the old saying that youre never too old to change...