DR. MARTENS SHOP-IN-SHOP

CONCEPT

Dr. Martens is a British footwear and clothing brand, which also makes a range of accessories – shoe care products, clothing, luggage, etc. The footwear is distinguished by its aircushioned sole (dubbed Bouncing Soles), upper shape, welted construction and yellow stitching. The boots have been the choice of footwear among various groups in British culture: in the 1960s skinheads started to wear them, “dms” being the usual naming, and by the late 1980s, they were popular among scooter riders, punks, some new wave musicians, and members of other youth subcultures.

Dr. Martens today has become intertwined with the music industry and the rock/punk persona. Without music, Dr. Martens would have remained a workwear boot. The music of tribes who wear Dr. Martens has become inseparable from the brand itself. This concept embraces aspects of the music and concert culture to highlight the inclusivity and community created through Dr. Martens AirWair.

DESIGN PROCESS

FINAL RENDERINGS