![]() The second part of it is getting out and talking to creative communities. “I encourage the teams to dive into the archive, look back at the details and the brand’s origin stories. And we’re not just talking about what’s traditionally considered epicenters of culture, like New York City. Martens teams on the ground again and talking to locals in clubs and performance scenes worldwide. We have the history of rock, the alternative, the grunge, the Punk, but this new space is opening up.”īuy Dr. So, that’s where I see us in the future, further expanding the wings. It’s not the quintessential norm, and it has a message. His music is pushing a kind of alternative narrative as well. One minute, he’s wearing loafers the next, he’s wearing 1461s. It’s quite interesting to see many interesting rappers, like Frank Ocean and Tyler the Creator, the music of my generation, style them. “There’s so much great music and so many new diverse opportunities where Docs has relevance. McKoy aims to see how the boots can expand into more diverse subcultures. Marc Jacobs or Raf, or be it Yohji, or Supreme, they’re all part of some movement.” We work and partner with people within the culture, or at the very least, a counterculture mindset, that we feel has a natural authenticity. “What we look for in partnerships is really about mutual thinking. ![]() Martens is seen on everyone from Machine Gun Kelly to Lizzo and Lil Nas X, while the brand has introduced new collaborations with The Sex Pistols and Black Sabbath, which McKoy says come about through mutual respect. Just look at the list of artists who wore Docs, which runs the gamut from Eddie Vedder and Morrissey to Rancid and Rihanna. A pair of Docs was as versatile as a good guitar lick or fat beat. ![]() Martens had taken over street-style blogs and festivals as a subversive take on youth culture and individuality. The brand’s combat-style boots, leather loafers, and stitched oxfords were quickly adopted by the psychobilly, hard-core, and alt-rock music scenes, and it seemed like every grunge and ska artist in the Nineties wore Docs too. There’s also an element of empowerment, being a part of a community of culture.”īy the Seventies and Eighties, “Doc Martens” had become synonymous with music, rebellion, and self-expression. Because there’s this element of the ‘worker boot’ origins to the brand: it protects you, it keeps you secure when you’re out in a muddy field again, you’ve got this element of protection. “I think it’s an unwritten rule that if you go to festivals, you’re most likely sporting Docs. Martens design and product teams for seven years before stepping into the new position and is working to honor the original Docs legacy while envisioning a new future for the iconic kicks. “Music has been the heartbeat of the brand since day one,” newly-helmed Global Creative Director Darren McKoy told Rolling Stone. ![]()
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