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Dr. Martens and Agyness Deyn

Few brands stay with you as long as they ought to. Over the past 50 years, Dr. Martens haven’t compromised versatility, style or function or their originality of self-expression and creativity. German inventor, Dr. Klaus Maertens, primarily invented the air-cushioned boots and shoes to provide additional support for his broken foot. And it was a memorable moment in time.

Later manufactured by British boot makers R Griggs and Co, the trademark yellow stitch adorned boots for postmen and everyday workers, gradually developing to cater for the wearer’s individuality. A specific range, “Made In England”, is still manufactured in the Cobbs Lane factory (Wollaston) where the very first pair of Dr. Martens rolled off the production line in April, 1960.

Fast forward 40 years, and you’ll meet “First and Forever”, the latest campaign set to launch as part of this year’s autumn/winter collection and will run through to AW12. The talented Gavin Watson (photographer) works with the gorgeous Agyness Deyn and Ash Stymest to create a collection of raw images, full of attitude and truly British impression. Created by integrated agency ODD, the campaign will be lead through an exciting combination of imagery and film (featuring Deyn and Stymest) set against British landscapes and ‘first’ experiences.

The first campaign film for the new Dr Martens campaign “First and Forever” starring Agyness Deyn and Ash Stymest, where Agyness reveals her first heartbreak.

To be creative, you sometimes have to be irreverent and defy the status quo, if you will. “First and Forever” offers a consumer a platform for self-expression and individuality, a continuation of the past five decades of the Dr. Martens’ way of life.

-Charlie Clarkson



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