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Doc Martens has come a long way from a $3 work boot for the British working class to a billion dollar brand.
We’ve seen them on the feet of celebrities like Miley Cyrus, Gwen Stefani, Jared Leto, and Robert Pattinson, but Doc Martens didn’t start out as iconic fashion wear. Through so much change, modification, and growth, nearly every cultural group has created its own.
Discover the story of Doc Martens and how one small company launched a cultural symbol around the world.
Start
Dr. Klaus Maertens, 25, from Germany, who had just returned from World War II, was treating a broken leg. In the process, he created boots with air-cushioned soles, as opposed to the stiff leather soles previously found in workers’ boots. shoes.
Formal production began using surplus military supplies, and business was booming. According to Dr. Martens, they added simple yet distinctive yellow stitching, a two-tone grooved sole edge, and branded the shoe “Airwair.”
gain fame slowly
What was once worn by mailmen and factory workers changed lanes when The Who’s Pete Townshend became the first celebrity to wear them on stage. It paid tribute to the traditions of the upper class and rebelled against the popular fashion of the time. Townshend was known to be unpredictable, saying he didn’t want “flashy” clothing to get in the way of his performances. , factory workers, all groups have come to wear these shoes.
pop culture DIY brand
Not only did women start riding the trend, they created floral, galaxy, and snakeskin designs to create their own street brands. By the 1970s, glam, punk, and goth styles exploded, and boots in natural black or brown styles were rave reviews. Doc Martens could fit the stylish bill of this decade of his.
The ups and downs of an iconic company
In the late 1970s, according to Fabrik Brands, the skinhead movement and their affinity for boots didn’t exactly add to Doc Martens’ reputation. As gangs began to form and adopt the popular shoes as part of their attire, boots became synonymous with violence, fear and hatred. As a result, a new wave of positive vibes in pop culture came on board, ultimately changing perceptions of fashion staples.
music influence
Music has always been at the heart of the brand’s popularity. In the mid-’80s, as bands like Pearl, His Jam, and Nirvana emerged, fashion designers like Marc Jacobs began to see the boot incorporated into his runway ensembles. Those who wanted to express their individuality and independence and weren’t afraid to make their own style statement wore Doc Martens.
perfect accessories
Compared to today’s designer shoes, you can get Doc Martens for an average of $130, making the look more accessible to many. Shoppers can find affordable prices at department store shoe stores such as TJ Maxx, DSW and Marshalls. Even better, the boots seemingly go with anything. Team it with a long maxi dress or mini skirt. Jeans and a T-shirt or business wear.
the successful campaign
Remember the “First and Forever” campaign? The company asked customers to remember their first Doc Martin. Participants were able to upload their stories and successful campaigns were also recognized with his DADI Awards.
Additionally, the “Stand for Something” campaign focused on both the diversity of customer styles and the patterns Martens has championed over the past 60 years. The idea of being stylish yet different still resonates with fans today.
it is still fashionable
According to Teen Magazine, the company seemed to be on the backburner in the early 2000s, but the boots were seen by celebrities like Gigi Hadid and Dakota Johnson when they hit the city’s red carpet. By 2010 the boot was quickly revived. The original is popular, but no more DIY customizations. Doc Martens come in a variety of designs, heights and styles, from hearts to cartoon characters. But its iconic stitching and style make it recognizable for what an iconic boot is.
Source: Dr. Martens, Fabrik Brands, Teen Magazine
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