Feature

iSpy… Did somebody say Dr Martens?

Kate Vandermeer

Kate Vandermeer

Dr Martens’ origins as a work boot in the 1960s are now long gone, replaced by a counter-cultural icon that has something to say about every era in which it re-emerges. iSpyStyle shares the latest style statements from the unstoppable “air wear” giant.

Kate Vandermeer is Director of iSpyStyle – a website and consultancy that spies on the design and fashion industry providing trend and business information targeted to inspire, inform and connect the creative community. You can follow Kate on Twitter at – http://www.twitter.com/iSpyStyle_Kate and subscribe to her website for free on http://www.ispystyle.net

As with most trends, when an era is hot, all iconic references to it inevitably return. Case in point; the early 90s, an era that brought pale denim (tick), faded florals (tick), high waisted jean shorts (check), crop tops (tick) and anything remotely Beverly Hills 90210.

However all that changed with the mid 90s, making way for Grunge; flannel check shirts were everywhere (tick), dirty, unkempt hair (tick, tick) and Doc Martens…

iSpy_dr_martinsRemember those shoes and boots that were oh-so-hard to wear in? If you were anything like me, you and your pals endlessly discussed which colour was coolest (cherry red always won out at my school). You begged your parents to part with the money to buy a pair, claiming you would wear them with everything, which you did… until they became rank and uncool again

Well my friends, Dr Martens are back; and to complete their desirability in the current era, they have established a few new labels to add to their collection.

There’s Vintage, Dr Martens for Stussy (pictured left) and Dr Martens for Raf Simons (pictured right). “Docs” are also featured in computer game Band Hero and they have a new women’s line that has departed dramatically from the traditional Dr Martens shape but still maintains the brand’s original qualities: they’re durable, solid and bound to last a lifetime!

Dr Martens’ re-invention demonstrates that clever branding, building on heritage and capitalising on the habit of trends to keep rebounding, can make a brand cool again!

www.drmartens.com

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