Just lately, Dr. Martens have started to really appeal to me. I can't say I've ever been a fan before: I remember my aunt offering me a pair of her old ones when I was a teenager and me being very unimpressed with the ugly clompiness of them. Now I wish I'd said yes!
Maybe it's the spirit of grunge and DIY that I've been noticing in the air (due to the unstable economic environment, perhaps) but the no-nonsense spirit of Doc Martens feels fresh again. However, having said that, I am entirely aware that the company itself has been pushing heavily to get back into the spotlight for the last eighteen months or so and so my new vigor for DMs is probably from the heavy marketing, advertisements and placing utilised by the company.
This New York Times article explains the changes in Dr. Martens but doesn't judge.
From the piece:
"Now Ms. Barta [of Dr. Martens] is trying to replicate deliberately what first happened serendipitously. The company used to be able to rely on rock bands finding their way to the shoes, but now it is making sure the shoes find them: pairs of Dr. Martens are provided gratis to popular and up-and-coming musicians, including Avril Lavigne, Gallows and the Misshapes, Ms. Barta said.
Today there are about 450 styles, compared with just a few originally. And while the shoes once had to be sought out in “those nipple-ring and nose-ring stores that brought the brand to prominence,” Ms. Barta said, today they are available at major retailers and at online shoe stores like Zappos."
But I don't think you can hate a company for doing exactly what millions of other companies also do. (Well, for the most part. Child labour is a different kettle of fish.)
Dr. Martens also got in a lot of trouble in May of 2007 for using adverts by Saatchi and Saatchi featuring (without permission from their relatives) images of dead rockers - Sid Vicious (below), Kurt Cobain, Joey Ramone and Joe Strummer - wearing DMs in heaven with the tag line "Forever". Lots of people were outraged, but it did help raise Doc Martens profile.
Picture from Adsoftheworld.com.
The rise in the public profile continued with appearances in New York F/W 07 collections by Chloe, who paired chunky boots with willowy dresses and Yohji Yamamoto who created these Doc Martens "Phoenix" Print boots that retailed at a baffling $3,630 (approximately £2,100.)
Dr Martens have also craftily used Daisy Loewe (first picture and below) for their last campaign. This Autumn she will be replaced by internet IT girl Corey Kennedy. Both girls will appeal to a younger, cooler and potentially more feminine market, broadening their reach. Good move!
Ignoring those disgusting boots above, I have enjoyed looking at all the candy coloured pairs lately, like these sweeties from Shoewawa. Maybe it's time to get myself some.
And this cutie from Facehunter rocks it like I would - with a girlie dress, cardigan and tights. This look is bound to be seen EVERYWHERE this Autumn and Winter, thanks to Queen Agyness of Deyn.
But better than of all those are these gorgeous Colour Puddle Jump boots by Danielle Meder, who beat 25,000 other entries in the DM Boot Design competition to become the winner as chosen by the panel. The light, airy and feminine print is the perfect contradiction to the heaviness of the shape of the boot.
For those of you who are as broke as me, Primark currently have some super cute DM wannabes for a teeny £15 in shiny black, neon pink, sunshine yellow and these pillar-box red, below, that I snapped to show my best friend - a long time DMs lover!
Also, as DMs take a notoriously long time to wear in, these might be better for those fair-weather DM lovers who just want something to run around in for this winter.
Phew, long post. How do you feel about Doc Martens? Let me know in the comments!
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