Daniel Footwear is excited to introduce Dr Martens to their collection of brands available online and in store. Founded in 1901 by Benjamin Griggs and Septimus Jones, as a boot making business, the brand originally saw their products worn by workmen and the military due to the sturdiness of the designs.
In 1942 German-born Dr Klaus Martens invents the air cushioned sole and begins production with Dr Herbert Funck, they open their first factory in 1952. By 1960 Bill Griggs had contacted the German doctors and licenced the new air sole design. It is now that the yellow stitched, 8 eye boot is put into production with the words ‘AirWair with Bouncing Soles’ on a black and yellow heel loop.
It wasn’t until the mid-1960’s that Dr Marten’s boots were adopted by skinheads as a badge of working class pride and so began to gradually move into youth subculture to become the iconic designs they are today. This was all heightened when The Who’s Pete Townshend also wore the 8-eye boot on stage at a gig.
By the 1970s and with the introduction of many more subcultures such as punk and glam, Dr Marten’s boots began to become well known with alternative cultures and started to become a stamp of individuality. Especially by the 1980s with the introduction of customisation that saw people adding floral prints, using colour lacing and even spray painting their Dr Martens. By 1984, the brand began to be sold in the USA, bringing with it introductions to even more subcultures starting with West Coast hardcore.
With the 1990s and grunge having a huge impact on the music scene, Dr Martens enters its strongest period to date. The brand opens a flagship store in Covent Garden and clothing starts to be released. Towards the end of the 90s Dr Martens has immerses itself in festival culture and on the brand’s anniversary in 1999 a coffee table book is released, to top it all off Global Footwear sales hit a record of £250 million!
Unfortunately in the early noughties the brand sees a massive dip in sales and so collaborations with designers such as Vivienne Westwood and Jimmy Choo begin to help revitalise the brand, helping them achieve the ‘Turnaround of the Year’ award in 2005.
In 2010 Dr Martens celebrates its 50th anniversary and see’s 5 decades of their designs being adopted by various subcultural tribes, celebrities and musicians. With the brand as popular as ever there’s no doubt in mind that that Dr Martens has had a massive cultural impact and continues to be as relevant as ever!
We’re sure Daniel Footwear’s customers will love the collection of Dr Martens boots and shoes we have on offer this season. With a selection of classic designs for both men and women including Chelsea boots, lace up shoes and of course, the iconic lace up boots, we’re sure there will be something for everyone! Take a browse today…
