Founded 1960
Dr. Martens
From work boots to fashion statement
Dr. Martens began as durable work boots but became a symbol of rebellion and subculture. After declining in the early 2000s, its revival came through embracing its counterculture heritage and collaborating with fashion designers.
Key Insights from the Revival
- →Authenticity played a crucial role in the brand's comeback
- →Strategic collaborations helped reposition the brand for a new generation
- →Cultural timing was essential to the brand's resurgence
Brand Evolution Timeline— Drag or use ← → keys to explore
1960
Founded
British work boots
1970
Punk Movement
Rebellion symbol
1990
Grunge Era
Alternative music connection
2000
Decline
Loss of relevance
2013
Fashion Revival
Collaboration with Rick Owens
2021
IPO
Stock market debut