Clarks Step Welt

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Clarks Step Welt

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Info

The Step Welt program initially began as an offline concept while we were between seasons. I was researching the prominant designs and technologies from Clarks' past and came across their "Polyveldt" technology. While developing the Cloudsteppers sub-brand we were trying to solve the problem of how to create athleisure styling without abandoning the heritage and construction detail that Clarks is known for. Additionally, we were restricted to only using synthetic materials. Clarks, being primarily known for leather, was beginning to venture into new categories.

"Inspired by a stitch down construction method from the archives, Step Welt Free is a casual shoe from our Cloudsteppers collection that utilizes high-quality alternative synthetic materials and teams it with a sports-inspired sole. Lightweight thanks to the EVA tooling, our goal with this shoe is to combine the classic heritage of Clarks with our modern sensibilities."

What is Polyveldt?

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The spark for my take on the Polyveldt construction came during my personal research. After finding a vintage advertisement I came across the following copy:

“Come fly with Clarks. The notion isn’t quite as absurd as it sounds. If ever shoes can put wings on your heels it’s these air-cushioned styles from our men’s range. Hidden in their soles is a network of air tunnels and pockets. So as you take off , you’re literally travelling on a cushion of air. Cruising nicely, you might say, at a height of 3/4”. Around you, there’s the added comfort of supple, breathing hide. While for smoother landings, you have polyurethane soles which are tough enough to out-last crepe, rubber, or leather. Slip into a pair at any Clarks’ stockist. We can promise you the most uplifting experience possible.”

Ideation

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During the ideation phase I identified several hurdles and design touchpoints that I knew would be critical to the product's success:

Buffable Materials

For the Polyveldt construction process, the lasted shoe would be buffed to size. For this process to happen it was critical that we select materials friendly to this process. This primarily meant a focus on synthetic leathers, microfiber, and felt. Meshes, knits, or materials that could fray could not be incorporated into the design.

Caged Comfort

Due to the Polyveldt construction, a drop-in could not be an option as the last would have to sit directly on-top of the outsole. I quickly found that even with this limitation there was a big opportunity to create a premium comfort story by utilizing low density foam to maximize cushioning.

Clarks Heritage

Clarks' comfort resonates throughout the consumer base. It was critical for us to imbue our deep knowledge of shoe construction and comfort into every part of the product. This meant considering everything from using ergonomic last shapes to breathable upper materials with generous molded foam and fitting details.

A Family of Product

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After the concept was pitched in multiple review stages, the idea was well liked to the point that it would not only go into the main line, but have 2 additional sister products developed. A women's version of the design and a dual gender slipper version of the design were developed in tandem by Leah Waitekus and NoNo Go on the Cloudsteppers design team.