by Stephen Garner

For almost 200 years, Clarks has championed “big picture and outside of the box” thinking. First introduced by Nathan Clark in 1950, the brand’s iconic Desert Boot has become a sartorial touchstone for trailblazers across creative disciplines and all over the world.

This autumn, Clarks latest campaign — “Then. Now. Always.”— celebrates the Desert Boot’s enduring international and cross-generational appeal, which brought together simple design and craftsmanship to create an instant classic. The campaign combines past and present with a cast of maverick creatives whose tenacity and community-centric ethos embody both the brand’s rich history and its future path.

The autumn/winter ‘20 campaign, creative direction led by Mauro Simionato, travels back to Clarks’ birthplace in 1825: the countryside of Somerset, England, with a modern take on its long history. Heritage meets contemporary values in the campaign, which features a coming together of twelve like-minded artists including Kindness (Grammy-winning producer, musician, and DJ), Miink (London-based songwriter, producer, and director), and Charlotte Patmore (photographer). Each of the twelve creative leaders were chosen for their distinct personal style, which is celebrated in the campaign’s imagery.

“Simplicity is at the root of many brilliant ideas and the Desert Boot is no exception,” said Giorgio Presca, chief executive officer at Clarks. “In the age of sustainability, we’ve seen a shift away from fast fashion and an attraction to quality and authenticity. The Clarks Desert Boot answers this call.”

The “Then. Now. Always.” campaign, which was photographed and filmed by Udoma Janssen and styled by Agata Belcen, is out now.