As with most trends, when an era is hot, all iconic references to that era come back again! Case in point – the 90’s. The 90’s brought pale denim (tick), faded florals (tick), high waisted jean shorts (check), crop tops (tick) and anything remotely Beverly Hills 90210. Then the mid 90’s made way for Grunge and flannel check shirts were everywhere (tick), dirty, unkept hair (tick, tick) and Doc Martins!!!
Remember those shoes/boots that were oh so hard to wear in, you discussed which colour was the coolest with your friends (cherry red always won out at my school) and you begged your parents to part with the money claiming you would wear them with EVERYTHING (which you did until they became completely smelly and uncool again!)
Well my friends, Dr Martin’s 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 Martins for Stussy, Dr Martins for Raf Simons, they are featured in Band Hero and they have a new women’s line that is nothing like the traditional Dr Martins shape but still durable, solid and bound to last you a lifetime!
It just goes to show that clever branding, building on heritage and capitalising on a trends’ return can make a brand cool again!
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