|making friends as ever|
Since the hustle and bustle of the factory could be, at times, ear splittingly loud, I wasn't allowed to tag along on the tour. Instead, I watched as the commemorative 50th anniversary campaign was presented to me. To encapsulate and celebrate that spirit of rebel that DM has come to so lovingly represent. To flush out that cultural "ground zero" and return to the roots of the brand--empowerment, individuality and freedom. Kind of like my own personal fluff mantra.
So, on April 1, Dr. Martens released some newly recorded music and videos onto the internet--tracks which are, essentially, contemporary covers of 80s and 90s cult classics. The musicians are a diverse group of talented artists from across the globe, representing different musical genres. 5 decades, 10 classic songs, 10 up and coming bands, 10 video directors. Sounds like a recipe for a successful campaign to me.
|Partners in fuzziness|
All I have to say to DM going forward: in your next half century, you best expand them airsoles to us four legged patrons. Doggie Docs forever!