ICONIC BRAND CELEBRATES THEIR LATEST LINE WITH LOVE
Story by Reem Jazar
Sara LaHaie, the Brand Marketing and PR Manager for Dr. Martens, remembers her first pair of Docs fondly. We’re chatting amidst the bustle of the Dr. Martens “#FIRSTANDFOREVER” party, held at the Dr. Martens store on Queen Street West last Wednesday night.
“I was twelve when I got my first pair of Dr. Martens,” she recalls with a smile. “I remember I dragged my parents to the store so I could put them on lay-away – this was before credit cards were so common,” she notes.
It is this type of sentiment that the #FIRSTANDFOREVER campaign is built on. LaHaie says the idea is to encourage followers of the brand to celebrate firsts.
“It’s spelled out #FIRSTANDFOREVER,” says LaHaie. “We’ve been encouraging people to post cool photos and memories they associate with Dr. Martens on Twitter under that hash-tag.”
The event held on February 8th was in celebration of the launch of the S/S 2012 Dr. Martens line. “It’s a great combination of old meets new without losing our roots,” says Doug Segal, International Sales Manager for the brand. This is fitting considering the campaign was shot by Gavin Watson, a celebrated British Photographer whose style is characteristically punk rock and iconic all at the same time.
Dr. Martens’ British roots have been a running theme in its aesthetic for over 50 years. Supermodel Agyness Deyn and VJ Ash Stymest were selected to model for the campaign. LaHaie says their unique “Britishness” made them excellent models for the brand.
“Agyness is obviously a beautiful girl and has an androgynous style which speaks to the brand well, since a lot of our shoes are unisex,” explains LaHaie.
For years the brand has also been synonymous with rock music. Segal says the reason can be traced back to the working class roots of Dr. Martens; the brand was commonly sported among British postal workers, factory workers and policemen before it was adapted into rock and youth culture.
The new 2012 collection features soft, supple leathers, florals and punches of colour that would delight anyone and everyone. “People discover us very naturally. We’ve been integrated into pop culture and rebellion culture in a very authentic way over time,” says Segal. The classic style with a modern twist can be incorporated in to so many different aesthetics.
The mix of trendsetters, artists and musicians of all genres in attendance at the #FIRSTANDFOREVER party was a true testament to the timeless, universal appeal of the brand. Guests included Tokyo Police Club, Diamond Rings and Buck65; lending a fashionable feel were bloggers like The Beckerman sisters, Jay Strut and Danielle Meder of Final Fashion, who all contributed to a collection of “first love” photographs.
Feel the love this Valentine’s Day by checking out what people are tweeting about their beloved Dr. Martens.
