Clarks has announced that it is promoting a ‘gender neutral ethos’ in its footwear following ‘customer feedback’ – and has designed its SS18 range of shoes with an ‘entirely unisex approach.’
Although it has some styles aimed at boys and girls it is developing a range of gender neutral for the first time.
The announcement on the footwear brand’s website comes after it was embroiled in two sexist shoe rows in August.
Clarks came under fire for the second time in a week last month after labelling its school shoes for girls ‘Dolly Babe’ while the boys’ range is called ‘Leader’.
Days earlier in August, a mother prompted a huge online debate by accusing Clarks of offering flimsy and ‘inferior’ styles for girls, compared to its sturdy range for boys.
However an announcement on the brand’s website today states: ‘Clarks has a gender neutral ethos that anyone can choose any style they would like.’
Clarks has announced on its website that it will unveil an a gender neutral school shoe range. The news came after the brand came under fire for being ‘sexist’ for the second time in a week last month
‘Over the past few seasons, following customer feedback and market research, we have focused on creating more unisex shoes and we are looking at a number of elements of our business to promote this gender neutral ethos, both on our website and within our stores.’
The statement explained that as a large global company, it is not always possible to implement all the changes they want to make as quickly as they would like but that they’re looking to move as fast as they can to ensure this ethos is reflected throughout the brand.
It concluded: ‘Today we have more unisex styles in our range than ever before. This means we now have a wider range of closed-in styles, school boots and GORE-TEX® styles and these changes will continue in our Spring Summer 2018 range, which has been designed with an entirely unisex approach.’
MailOnline has contacted Clarks and is awaiting comment.
In the statement, the brand explained: ‘Today we have more unisex styles in our range than ever before. This means we now have a wider range of closed-in styles, school boots and GORE-TEX styles’. These £42 Hartry Top Jnr boots are part of the school boots range
These £52 Obie Top GORE-TEX Kids School Shoes are part of the GORE-TEX range
In August, a mother-of-two blasted Clarks over their ‘inferior’ range of girls’ school shoes in a blistering online complaint.
Jem Moonie-Dalton, from London, accused the brand of ‘discriminating’ against girls and reinforcing gender stereotypes after she was left disappointed by the styles on offer for seven-year-old daughter.
Taking to Facebook, the 38-year-old said the boys’ section was filled with shoes that are ‘sturdy, comfortable and weather proof’ while the girls’ shoes ‘have inferior soles, are not fully covered and are not well padded at the ankle’.
The post, which was shared over 10,000 times, sparked a heated debate between parents – with some claiming Clarks had plenty of ‘sturdy’ school shoes available for girls.
Mother-of-two Jem Moonie-Dalton posted this image alongside her complaint of the selection of Clarks girls’ school shoes, claiming they were ‘inferior’ to the boys’ range
The 38-year-old argued Clarks was reinforcing gender stereotypes, encouraging boys to play and explore outside while girls remain neat and tidy indoors
In the post on the Clarks Shoes Facebook page, Ms Moonie-Dalton wrote that the boys’ shoes had been designed with ‘running and climbing in mind’. In contrast the girls’ shoes ‘are not comfortable and are not suited to outdoor activities in British weather’.
She continued: ‘What messages are you giving to my daughter? That she doesn’t deserve shoes that put her on equal ‘footing’ with her male peers?
‘That she should be satisfied with looking stylish whilst the boys are free to play and achieve in comfort? That she shouldn’t try and compete with boys when they play chase – girls’ shoes aren’t made for speed, so perhaps girls aren’t either? These messages may not be explicit, but they are there, and are insidious.’
The post finished by saying she was ‘deeply angered’ by Clarks’ ‘persistent discrimination’.
According to BBC Trending, of the 78 styles of girl’s shoe listed on the Clarks ‘Girls School Shoe’ webpage, 52 are open topped shoes, 20 of them are trainer-style, while the final eight are boots. There are more styles available to girls than boys although the boys’ range does not appear to include open tops, the article noted.
There are also a number of boys’ shoes listed on the ‘Girls School Shoe’ page and in a statement Clarks said it has a ‘gender neutral ethos’ and that ‘anyone can choose any style they would like’.
The majority of girls’ school shoes available on the Clarks website are not fully covered
In contrast, the boys’ school shoes page featured no shoes with ‘open’ tops
However Ms Moonie-Dalton said her daughter ‘does not want to choose shoes from a section aggressively marketed at boys and clearly not intended for her’.
Dozens of parents wrote in support of Ms Moonie-Dalton’s impassioned complaint.
One wrote: ‘They never just do plain black trainers for girls, comfortable and easy to run around in. Plently for the boys though.’ A second posted: ‘A girls’ school shoe choices are rubbish. Even worse when they hit teens.’
‘Had the same problem,’ a third wrote. ‘Please do sort it out!’
However other parents argued that Ms Moonie-Dalton was overreacting, saying that there were plenty of styles on offer.
One mother wrote: ‘My daughter is very active and gets muddy yet her Clarks shoes last until she outgrows them. I don’t understand a lot of these comments. These are the shoes she has chosen this year. They have a thick sole and are sturdy.’
Controversial: The complaint on the Clarks Facebook page divided opinion between parents
Others argued that mothers and young girls prefer more feminine styles, so Clarks is simply catering to demand.
One post read: ‘I do agree that girls have more exposed designs but then I also know most mums wouldn’t put there girls in clumpier, more robust shoes. They want dainty and pretty.’
Another agreed: ‘Girls like butterflies. Why are we fun sucking the life out of everything? My son loves dinosaurs on bottom of his shoes.’
Clarks responded to Ms Moonie-Dalton’s complaint on Facebook and also issued a statement explaining it has focused on creating ‘more unisex shoes’ following customer feedback and market research but that ‘it is not always possible to implement all the changes we want to make as quickly as we would like’.
Clarks sold shoes for girls called ‘Dolly Babe’ but the boys range was called ‘Leader’
Clarks came under fire for being ‘sexist’ for the second time in a week for labelling its school shoes for girls ‘Dolly Babe’ while the boys’ range is called ‘Leader’
Later that month, Miranda Williams, 34, from Eltham, South East London, was shopping for school shoes for her twin daughters when she came across the ‘appalling’ designs.
The Labour councillor for Greenwich tweeted about the ranges, saying she was ‘appalled’ by this example of ‘everyday sexism’.
She echoed the sentiments of another mother who this week prompted a huge online debate by accusing Clarks of offering flimsy and ‘inferior’ styles for girls, compared to its sturdy range for boys.
‘The idea that we should be bringing up a generation of boys to aspire to become leaders while the best hope for girls is to be Dolly Babes is just grim,’ Miranda told The Sunday Times.
‘It makes me so angry. It’s bad enough that girls’ shoes are so flimsy and so unsuitable for jumping in puddles or climbing trees compared to boys’ shoes, which are so much more robust. ‘But to create such a stereotype is totally unacceptable.’
A spokesperson for Clarks told MailOnline: ‘The Dolly Babe shoe is an old and discontinued line, with only remaining stock being sold through our stores.