Toronto, February 7, 2012 – The Spring/Summer 2012 Dr. Martens First and Forever (#FIRSTANDFOREVER) campaign shot by Gavin Watson and staring Agyness Deyn and Ash Stymest (see video above/below) began in Fall/Winter 2011 and continues through to SS12. Watson’s focus on raw British youth and subculture combined with Deyn and Stymest’s embodiment of the Dr. Martens spirit of rebellion makes for a perfect fit.
The company has taken the campaign a step further making it more interactive. In addition to the YouTube video, there is a dedicated microsite www.firstandforever.drmartens.co.uk encouraging fans to share their ‘first’ experiences. On Wednesday, February 8th, the Dr. Martens store at 391 Queen Street West, will host a SS12 launch together with a local First and Forever exhibit featuring a collection of first love photos submitted by Canadian bloggers.
Dr. Martens is a brand that found itself adopted by subculture, rather than a footwear company that was marketed to youth culture. This genuinely organic success has manifested itself over fifty years through an on-going re-invention of the brand by generations of tribes. That combination of a grass-roots legacy and an innovative future is reflected in the new SS12 collection, offering the consumer a captivating blend of contemporary innovation underscored by classic styles. Here are some of our favourites:
Made In England (M.I.E) Collection (Unisex)
Produced in the Northamptonshire factory using hands-on craftsmanship identical to the methods first pioneered by DM’s fifty years ago, each pair of M.I.E Dr. Martens boasts an undeniably unique combination. Not just the silhouette itself but also the way that shape is created. On the brogue shoe, ultra-modern materials such as fishskin set the tone; and while they may have liberated a refined toe shape and low profile sole from our archives for the 3-eye shoe, they’ve blended these with premium materials and finishes, leather linings and an unerring eye for detail – design innovation and thinking that would have excited their shoe-making forefathers. The MIE collection captures that original spirit and is the pinnacle of the brand.
Windsor Collection (Unisex)
The quality Windsor collection takes classic styles and colours but boldly updates them with a distinctly fashion-oriented edge. So the Alfred shoe and Barrett tassel loafer sees both classic styles sleekly updated, both on off-white outsoles for summer. A new leather welt is found on all Windsor styles, and the choice of either a Burnished Bronx Suede or a Chera Wax canvas supplied by the British Millerain Co. Ltd. further fuels the sense of updating and refining established classics. If we had our choice of only one pair of SS12 Doc Martens, it would be from this collection.
Creeper Collection (Unisex)
The Creeper is a vintage style with its origins in post-War Teddy Boys, yet has since been adopted by subcultures such as ska, punk, psychobilly and even splinter groups of Japanese gothic. This perennial favourite is re-invented here on the thinner V14 sole and with a slightly pointed toe, and split into two threads: the more classic colours and finishes such as on the smooth Croc leather Ashland, as against the bold and distinct contrasts of the Arien lace shoe.
Core Pascal & 1461 Croco Collection (Unisex)
Dr. Martens’ silhouette has long been associated with innovative and expressive leathers and fabrics. Here the classic 8-eye boot and 3-eye shoes are revitalised with a choice of two colours of Croc leather, which add warm texture and richness to the famous designs.
Kensington (Unisex) & Kensington Carrigan/Deirdre (Women)
An intriguing collection: taking design ideas from sports shoes but applying them to a more formal setting, they have the classic Oxford Briar Lace shoe, presented in either a lightweight canvas or a very striking Madras check. Equally exuberant is the 7-tie Evan boot, a very young and fresh style, simple, economic but vibrant. Sandalized versions of the Kensington with cutouts are available for women.
Print Collection (Women and Unisex)
Florals are synonymous with both Dr. Martens and the long-standing personal customization of their footwear. For Women, they introduce a Victorian Flower print on a very seasonal denim background. For both sexes, a classic 3-eye shoe in a Needlepoint tapestry offers a dandyish and bold choice.
Showroom Gallery
About Dr. Martens
The Dr. Martens boot, manufactured by R Griggs and Co, British boot makers, with its trademark yellow stitch, grooved sole and heel-loop, was a boot for workers; comfortable, durable and lightweight in comparison to its competitors at the time. Initially worn by postmen, policemen and everyday workers, the boots were adopted, customised and used as a tribal emblem by successive subcultures, decade after decade. And over the past 50 years Dr. Martens boots and shoes haven’t changed. The original boot and shoes are still simple, versatile, functional and stylish all at the same time – yet are still associated with individuality, creativity and rebellion - www.drmartens.com.
