Dr. Martens never stops evolving.
Through the years, since the brands founding, Dr. Martens made it their mission to grow and push themselves to the next level. But remaining the brands heritage at the same time is no easy task, since brand-lovers expect the high standards and flair they are used to.
Dr. Martens, with its 61-year history, is famed for their qualities, but its constant evolution has ensured its relevance for generations. A perfect example: The new Tarik collection – that takes six decades of utilitarian heritage and reworks it for contemporary DM’s wearers.
In order to mark their standing and to underline the spirit of the new styles for this season, Dr. Martens teamed up with NEXT-GEN virtual fashion community & hybrid brand, specializing in digital clothing & innovation lifestyle products TRASHYMUSE, who gained notoriety for the world’s first AR and Avatar fashion show at Paris Fashionweek 2020. For the launch of the new collection Dr. Martens teamed up with TRASHYMUSE to leverage the latest next-gen trends to create a digitally-fuelled campaign that speaks to the heritage of the Dr. Martens’ ethos. Following the construction and utilitarian functionality of the collection, they conceptualized visuals to highlight the boots’ bold, re-engineered silhouettes.
The boots serve as a modern reworking of the original DM’s 8-eye boot, characterized by its height and had-wearing, utilitarian aesthetic. Built on an extra rugged utilitarian outsole, the Tarik boot is fitted with their SoftWair insole for attention-grabbing everyday wear. Featuring panelled uppers and hiker-inspired laces, the Docs are a perfect fit for everybody that enjoys a casual classic with a yet rebellious twist.
All Images: Courtesy of Dr. Martens and TRASHYMUSE