Dr. Martens Shoes and Sneakers

Dr. Martens have always been different. No other 'brand' has been mutated, customised, fucked up and freaked out like DM's. Without asking or being able to stop it. It happened to them. They were just fascinated bystanders on a journey that has raced through every crevice of subculture, every twist and turn of youthful creativity and now, here, with a generation who have always had email, mp3s and downloads, it is as relevant and vibrant as ever.

Because although the tribes no longer stride through London or New York, although individuality is the music for the masses, although fashion is just another way of defining yourself, the Dr. Martens 'brand' has come full circle, it is a blank canvas on which a generation can paint their personality. You can wear your grunge shorts, your emo hair, your punk tatts, your metal piercings and your pride on your sleeve, all at the same time, there are no limits, no boundaries, no pigeon-holes to fit into.

To be creative sometimes you have to rebel.

To rebel you have to have something to rebel against.

Driving fast, drinking cheap beer and smashing windows isn't rebellion. The best form of rebellion is individualism. Thinking for yourself.

Information overload is the most fantastic element of modern life. You can have it all. You don't need to align yourself with one band, one tribe, one venue, one gig; you can share your console with a complete stranger twenty thousand miles away; you can post your demo on a site that has a greater population than most countries.

But you need anchors in this sea of creativity.
You need things you can rely on.
Things you can recruit to your army.

Friends, whether they add you or not. Tunes loaded, down.
Ideas loaded, up.
Fashions that express.
Possessions that matter.

Things that inspire self-expression, not commodities that spoon-feed an identity.

Dr. Martens anchor you, liberate your creativity, inspire and fuel your identity. Our heritage fits your future; your future is our futur

Martin Roach

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