Dr. Martens’ appeal to people who have their own individual style but share a united spirit – authentic characters who stand for something. People who possess a proud sense of self- expression. People who are different.
The 1960s – the decade in which the Dr. Martens boot was born – saw an unprecedented wave of change, new ideas, cultural upheaval and eventually social revolution. This radical atmosphere also witnessed extravagant and often exotic fashion, an odd backdrop for the birth of such a functional work-boot ... but then Dr. Martens has always kicked against the norm.
In the 1980s sales of small men’s size boots alerted Dr. Martens to a street trend for girls buying then customising (usually with florals) the simple 8-hole boot. Meanwhile, US Hardcore musicians touring the UK began to take pairs of DM’s back to the west coast, thus inadvertently starting American subculture’s adoption of the brand.
In 2010 a revitalised Dr. Martens celebrated its fiftieth anniversary: five decades that have witnessed the brand’s adoption by a diverse range of tribes, celebrities, musicians and free-thinking individuals – each subverting and twisting the boots and shoes to their own personal needs, attitudes and identity.