Dr. Martens was launching its new Spirit of ’69 collection inspired by the boots’ first subculture wearers – the original British skinheads. Multi-cultural, reggae loving and with a meticulous attention to detail, the first generation of British skinheads was one of the most misrepresented subcultures of the modern era.
We needed to tell the story of the collection and its inspiration in a highly credible way, so it would resonate with original and new wearers alike.
We transported media back to ‘69 with an immersive Dr. Martens experience at The Bethnal Green Working Men’s Club – and enlisted influential cultural figures – Mike Skinner, Don Letts, Robert Elms and Gavin Watson – to retell history. Through live performance, music and talks, we repositioned the original skinheads as the youth culture pioneers that they were. The much maligned cult figures became inclusive radicals who changed the fortunes of Dr. Martens and the face of post-war Britain. By redressing history, the Spirit of ‘69 collection became a celebration of a pivotal period in Dr. Martens history.
The authentic Dr. Martens back story ensured press engagement for the launch of the collection. The story was so powerful that it was talked about well beyond the media event, resulting in a deeper understanding of the brand and more in-depth coverage. The collection was featured in Dazed & Confused, Vice and Selectism, and the campaign resulted in impressive product sell-through.