Many brands have turned an iconic silhouette, logo, or design into a popular clothing brand. Dr Marten is known for one simple, highly symbolic, silhouette. The brand is now over one hundred years old. Just like Gucci, Louis or Prada, they started off doing one thing extraordinarily well. Since then their trajectory resembled many different brands, diverse products, celebrity gifting, and collabs.
For their AW 22 collection Dr Marten has been able to get their shoes on A-listers like Machine Gun Kelly and Olivia Rodrigo. Dr. Martens previewed their AW 22 collection in downtown Manhattan at Lume studios in the evening. The event was Dj’d by @JaronPaulJones. In the back, they had a bar with a cucumber drink. I met cool industry people and the marketing teams that helped launch the collection.
Three long tables featured a dizzying array of products, from boots to backpacks to loafers. They ubiquitously maintained their staple yellow stitching across all of the shoes. Details of their latest products were highlighted in grainy low-fi shorts projected across parallel walls. I had the chance to speak to a lot of excited people, who came from across the country to view the collection. The event had a buzz to it.