BEHIND THE SCENES: GMBH SS25
Photography by Miriam Marlene
DR. MARTENS NEW COLLECTION: IN CONVERSATION WITH ADAM MEEK
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DR. MARTENS CELEBRATES ALMOST THREE DECADES OF ITS ICONIC SANDAL DESIGNS WITH A BOLDLY 90S-INSPIRED NEW COLLECTION
Dr. Martens proudly commemorates nearly thirty years of its iconic sandal designs with an unapologetically 90s-inspired new collection. Drawing from classic motifs and vintage aesthetics, this collection emphasizes quality and timeless appeal. Crafted with Dr. Martens’ renowned heat-sealed durable construction and featuring distinctive yellow accents, these sandals are synonymous with Strength and Summer style.
Designed to evoke nostalgia while embracing contemporary sensibilities, the new collection caters to those seeking to make a statement. From enduring memories to spontaneous adventures, these sandals are made for every summer occasion — whether adorned with socks or embraced with bare feet.
Embracing the spirit of the 90s, Dr. Martens latest collection reimagines classic silhouettes for today’s wearer. From the revival of floral cut-out details in the Dayne Flower sandal to the bold stance of the Archive Fisherman sandal on a Quad Shore sole, each design exudes confidence and individuality.
For a new generation seeking amplified vintage style, the Archive Mule and Josef slide offer modern reinterpretations of their beloved 90s sandals. With adjustable straps and enhanced comfort features, these sandals are perfect for easy summer days and endless styling possibilities.
Experience the essence of summer nostalgia and enduring craftsmanship with Dr. Martens’ new collection, available this April at drmartens.com and select stores.
How did you get into the fashion industry, and how did you find your way to Dr. Martens?
I’ve been in the footwear and lifestyle/fashion industry for 17 years. I started back in 2007 with Lacoste. I joined actually through a commercial role but soon moved into a product role and worked my way up to Global Head of Product. I spent 8 years there in total before moving over to work for Nike in the Netherlands. I had a director role in Nike Sportwear merchandising which was such a brilliant category to work on. I had always wanted to live and work in the US, so my next role took me to Boston USA to head up product (design / Development / Product and merchandising (SVP product) for Sperry, a heritage American brand with great history and authenticity, that was a big part of US culture, particularly on the eastern seaboard. I spent 4 years there before taking on a new challenge in Toronto Canada as General Manager for Canada Goose, where I had an incredible opportunity to build a footwear category for that brand. Responsible for all product functions, supply chain, marketing and commercial, it was a great experience building teams, infrastructure and a pipeline of product that led with performance combined with luxury. To be responsible for creating Canada Goose’s first ever footwear was a privelige and one I didn’t take lightly! I loved my time there but the opportunity to move home after 8 years back to the UK, and work as Chief Product Officer for Dr Martens was too much of a pull and I couldn’t turn it down.
What connects you personally to Dr. Martens, and how is your identity reflected in the brand?
I grew up with Dr Martens all around me. Being from the UK, it is heavily ingrained in our culture and society. My first recollection of it was at high school, when a lot of my friends wore it. They were the kids that, at the time loved bands like Nirvana and wanted to dress like Kurt Cobain. A pair of jeans, a T-Shirt, a long cardigan and a pair of 1460 boots, personalised with Tipex (a white paint). Since those times I have worn the brand constantly for many reasons. Firstly, they are so versatile. Whatever you are doing and whatever age you are and how you dress, Docs just go, they feel right. They are so iconic in their look. They also happen to last a long time and I think look even better as they age. I also think they empower you. Wearing Docs have always given me confidence to be who I am and I think thats also why a lot of people wear the brand. You are part of something bigger than yourself.
In light of the new sandal collection, what do you think are the essential characteristics of a perfect summer shoe?
Firstly I think summers are different around the World. Summer here in the UK is very different to a summer I used to experience in Boston and Toronto and I think it’s important that we remember that! I also think that it is important to point out that you walk around the streets or festivals and see consumers wearing our 1460 boot in the height of summer because being so versatile, it looks so good with your summer outfit. But of course, sandals are also an important part of the wardrobe. Firstly, you want that sandal to be comfortable, you want it to stand out, but also compliment what you wear, whatever you are doing and i think our sandals being so versatile, stand up to that.
What makes the new Dr. Martens sandal collection special, and what signature element is characteristic of this collection?
Firstly the most important aspect of any Dr Martens sandal is that it looks and feels like a Dr Martens sandal. It has to have the right construction, the right quality of materials, the right brand codes, and stay true to the values of our founders. Timeless, durable and versatile. Whenever we create a sandal collection we always use our archive as an inspiration, in fact if you look at the majority of our new sandal collection, they have come from a version of something that sits in our archive. That is one of the beauties of working here is that we have such a brilliant back catalogue to work from, and such a clear identity. Mixing that with modern capabilities and innovation creates, in my opinion, the perfect product.
The new sandal collection is very different from the typical Dr. Martens image with the distinctive soles and black leather. How did you decide to go in the direction of sandal design?
Like I mentioned, we used our archive as a source of inspiration. In the 90’s we had some brillaint product to use as our starting point and many of the cues were taken from those styles. We even spent time with the designer who created those products over 30 years ago to understand how and why they were created in the first place.
If you had to describe Dr. Martens in just three words, which would you choose?
Timeless, durable, versatile. If i could have a fourth it would be confidence. Actually if I could use our values, so going way over the 3 words, it is, Be yourself, be courageous, show you care.
Is the collection aligned with current trends, and if so, which trends have influenced it?
I think our focus at Docs is about doing what is right for our brand vs following fashion trends. That is why we always use our archive and our founder’s values as our starting point. However, it is also important to ensure that we stay relevant in today’s world, to give our wearers product that will be part of their life and journey. So we are always talking to our wearers through different forums. Some of our product from our new collection have spawned from those conversations, again taking inspirations from those archival products. Two great examples of that are our new fisherman style sandals, and of course our mules.
Finally, what is your vision for the future of Dr. Martens?
Firstly, it is to ensure that our icons remain as relevant today and tomorrow, as they have done in our past. Our most well known styles, led by our original 1460 boot have been worn by generations of people for over 60 years and we want to keep it that way. And then it is about how we continue to innovate to delight and inspire our wearers. I think it is important as a brand to feel connected to our consumers around the world, so it is important that we continue to do that and find ways in which we can continue to have those meaningful relationships. My vision ultimately is for Docs to be a meaningful part of consumers lives around the world, for generations to come.
