You might wonder why I love Dr Martens so much ! Well, I got my first pair when I was 13 (yes, I’m a bit older than you think), and I’ve always had one pair since them. Why? Because owning Dr Martens meant, and still does, being part of a subculture. And even now, when everything is global marketing and sometimes B.S., Dr Martens is one of those rare brands that always manages to stay true to their DNA, embracing their British culture of tradition X rebellion. That’s priceless to me.
In the last few years, Dr Martens has gone back to its roots with the Made In England (MIE) collection. So it was just a matter of time before they got back to what made them so special: subcultures and tribes. This is what this new collection is all about, self-expression and connected spirits.
The S/S-13 campaign was shot by Gavin Watson and features the return of the inimitable Ash Stymest (one of Hedi Slimane’s muses), and his motley crew of Adwoa Aboah, Todd Taylor and new-comer Susannah Ligouri. We follow the gang of friends in the build up to a night out together on the streets of Manchester that signals a return to Dr. Martens rebellious roots.
Fred & Nick from Pulse Films – known for their work on music videos for the likes of Laura Marling and Mumford & Sons , as well as documentaries and commercials, directed a gorgeous short feature.
The campaign is also brought to life in the digital space and on the brand’s social media spaces, where you can share your personal style to win Dr. Martens footwear, by uploading their own person – all portraits – creating an immersive and very visual place.