Agency: Bartle Bogle Hegarty
By MAIRI CLARK, campaignlive.co.uk, Friday, 10 July 1998 12:00AM
So God has spoken. According to i-D magazine, trainers are
officially uncool. ’Work’ boots are set to become the normal fashion for
15-year-old kids and Clarks will regain its crown as cobblers to the
Well that’s exactly what it is. Cobblers. When trainers become uncool,
Emma Noble will stop turning up to the opening of a crisp packet.
Scurrilous rumours about the demise of trainers have been circulating
for the past couple of years. But one thing doesn’t change. Every couple
of months, a Sunday broadsheet gets a super-trendy, on-retainer, fashion
stylist supremo to churn out 1,000 words on which celebrities wear
Clarks, which wear Wallabies and which steadfastly refuse to give up
their Adidas old-school trainers.
Consequently, you end up with an article proclaiming Oasis’s Liam
Gallagher and the Verve’s Richard Ashcroft as the new arbiters of taste
when it comes to footwear.
The reason Gallagher and his cronies wear Clarks desert boots has
nothing to do with their amazing grasp on fashion trends of our time but
more to do with history. When Oasis and the Verve formed in 1990, the
scene was ’Madchester’ - with baggy-trousered, floppy haired,
Kangol-capped bands such as the Stone Roses, the Charlatans, James and
the Happy Mondays.
It was the pop pages of the NME that inspired Ashcroft and Gallagher,
not Italian Vogue. So the next time someone suggests that combat
trousers will replace flares because All Saints are wearing them, take a
look at the club fashion of five years ago.
This article was first published on campaignlive.co.uk