VIC 107 Week 3 – Visual Branding Task 1

Doc Martens

Alternative, Trendy & Bold

The man behind the signature “air-cushioned” sole, was Dr Klaus Maertens. This German soldier injured his foot in a skiing accident, and decided he was just about sick of wearing the standard-issue WWII army boot. In the search for foot-based comfort, he built his own shoe, and sold the patent on to a British shoe manufacturer  in 1959. One year later, on the 1st of April, Dr. Martens hit the high-street, now with classic yellow stitching and a trademark “AirWair” tag.

Dr. Martens’ appeal to people who have their own individual style but share a united spirit – authentic characters who stand for something. People who possess a proud sense of self- expression. People who are different.

On a stylistic level, Dr. Martens’ simple silhouettes allows their wearers to adopt the boots and shoes as part of their own individual and very distinctive style; on a practical level, their famous durability and comfort make them ideal for the unforgiving world of gigs and street fashion; and then finally on an emotional level, they are a badge of attitude and empowerment.

I am a huge fan of Doc Marten boots, not only because of their extremely high quality and style but also because of the reputation they have built as a brand over the past 60 years, they are a staple of festival and alternative culture and there is a style of docs for everyone, preaching inclusivity and uniqueness.


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