Who says comfy shoes can't be fashionable?

The only thing worse than unstylish shoes is uncomfortable shoes, a fact I learned while walking abroad once in footwear that pinched. After a whole day trekking in fashionable flats that somehow morphed into torture devices, I was hobbled to the point where I couldn't take another step. Looking around in desperation I spied, like an oasis in the desert, a Clarks store. The comfy-looking shoes in the shop window looked like a sure escape from pain, so I limped into the store. Minutes later I emerged with a spring in my step, my feet lovingly cushioned by black walking shoes that managed to be comfortable and stylish at the same time.

That's how I became a fan of Clarks, which Cinderella brought to the Philippines in 2007. Though Clarks shoes are a British institution that have been around for almost 200 years, these aren't your grandparents' shoes — not by a long shot.

"In the past Clarks has been associated with mature styling, but five years ago we started taking it in a younger direction," says Fong Wan Kwan, general manager of Clarks Southeast Asia. "We let the product speak for itself, so the shoes are the star."

Another misconception is that Clarks is just for men. That's far from the truth, though they do offer fantastic work, sports and dress shoes for men.

"It's actually a ladies' and men's brand," clarifies Richie Santos, group manager of Cinderella's imported division. "The strength of our sales right now is 60 percent ladies and 40 percent men, so we have a lot of new and fashionable styles for women."

Evidence that Clarks has indeed reinvented itself for the current generation was its recent spring/summer 2011 launch in Singapore, an ultra-stylish event that took place in Sentosa's exclusive One∞15 Marina Club. In addition to not one, but three fashion shows, Clarks offered Southeast Asian media a yacht cruise around the island, a reminder of Clarks' expertise in making boat shoes, and a perfect excuse to wear nautical, one of summer's top trends.

We also visited the top-performing stores in Ion Mall on Orchard Road and the Marina Bay Sands; here in the Philippines we have seven Clarks boutiques, the newest and biggest of which is the one in Mall of Asia.

At the stores and later, during the fashion shows, I was amazed at how far Clarks has come style-wise. Always on the lookout for that rare specimen — fashionable high heels with comfortable soles —I spotted quite a number of them in styles that are as forward as any designer Italian or French brand.

Here's a quick breakdown of Clarks' SS 11 lines to guide you:

Walk On Air

Collection: Active Air

What it's about: Comfort taken to a whole new level.

Innovative technology: Air Flow System, hundreds of tiny pockets in the insole that trap air, creating a cushion to absorb impact between the wearer and the ground beneath.

Made from three different densities of foam so it doesn't flatten with wear, the foot bed is also moisture-wicking and quick-drying to combat odor and keep germs and bacteria at bay.

Must-haves for women: The Faun Robe, a wedge pump that works equally well with business attire or shorts; or the Rhythmic Vibe, a flat sandal great for weekend wear.

Must-haves for men: Reflect Mocc driving shoes or the Movers Sun sandal, which Clarks claims is its "most comfortable sandal — ever."

Walk Further, Feel Fitter

Collection: Sports

What it's about: A range of performance footwear of which Clarks' boat shoes are best in class, earning the endorsement of elite, Olympic-level sailors.

Innovative technologies: Aquadx Water Drainage system for expelling water and preventing sliding; an Atsu Massage Footbed to stimulate the feet and improve circulation; and rock soles for slip-resistance.

Must-have for women: The Idyllic pump, a sports shoe inspired by the Pilates trend, not to mention it's so cute you'll want to use it as an everyday flat.

Must-haves for men: Rocco Fuse, the ultimate urban walking shoe with its oxford-meets-trainer looks; and Quay Port, an authentic tricolor boat shoe that functions just as well on a deck as it does on a beach or city sidewalk.

Work and Play Shoes

Collection: Look and Feel

What it's about: Clarks' most fashionable line covers all your wardrobe needs for work, play and parties.

Innovative technology: Softwear, specially engineered underfoot cushioning technology

Must-haves for women: Bodrum Market, a leather peep-toe pump; Scenic Way, an on-trend platform sandal; Arizona Sands, lightweight, super-soft metallic ballet flats; and Capricorn Moon, the perfect work shoe with its sleek-but-stable wedge style and ankle strap.

Must-have for men: Wingtip shoes are back, according to Santos, and Clarks has them in premium leathers with an Atsu massage foot bed to boot.

If "Helen and David" were the original muses Clarks had in mind when designing for its customers, today it's "Sam and Anne," a thoroughly modern young couple with small children, according to Evelyn Ladim, general manager of Clarks Philippines. "Clarks also has a children's line that will soon be available here."

"In Manila our partner Cinderella has done a fantastic job for the brand," notes Fong. "They have really gone with us in a shared direction and increasingly they're going to offer to the Philippine market the most up-to-date collections we have in London. It's a market that has great potential."

Clarks, which sells in 165 countries around the world, is the No. 1 shoe retailer in the UK and the fastest-growing brand in the Asia-Pacific. They sell about 45 million pairs worldwide each year with a turnover of about US$1.7 billion, making it the No. 1 casual shoe brand in the world.

Founded in 1825 by brothers Cyrus and James Clark in an English village called Street, Clarks started as a maker of sheepskin slippers. Since then they've shod customers in every conceivable style, from court shoes to sneakers, with the brand really taking off after it launched its Desert Boot in 1950, and again with its Wallabee in the '60s. You can still see these iconic shapes in many of Clarks' shoes today.

"We're happy our principals are reinventing the brand," says Santos. "Comfort shoes is where their strength is — that's the core of their business — but now we have a lot more fashionable shoe designs for men and women."

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Clarks stores are located on the second level South Wing, SM Mall of Asia; second level Midtown Wing, Robinsons Place Manila; third level The Block, SM City North Edsa; second level Bldg. A, SM Megamall; ground level Glorietta 3; ground level Greenhills Shopping Center; and ground level inside Cinderella in Alabang Town Center.