Tokyo culture has always resonated with Dr. Martens.
The identity of "Dr. Martens" originates from Tokyo, but what do the staff in the U.K. think about this store? We asked Damian Wilson, Creative Director of Dr. Martens' UK headquarters, to comment.
PROFILE
After studying fashion at the prestigious "Central Saint Martins", he gained experience in British Heritage and streetwear brands. Currently, he is the creative director of " Dr. Martens " and is involved in product design and collaboration projects.
What is the identity of "Dr. Martens," as you see it?
Damian:I got my first pair of "1490" (10-hole) boots from "Dr. Martens" when I was 11 years old, when I wanted to be a punk rocker. Since then, punk has been in my DNA, and I have grown up involved in the British subculture and counterculture since the 1980s.
We believe that the beauty of "Dr. Martens" is that everyone can express themselves as they are, that everyone can be honest and express themselves, including the liberal part of themselves, by wearing "Dr. Martens" shoes.
I was attracted to this concept store because of the crossover between Tokyo culture and the identity of "Dr. Martens" and the new culture that is being introduced here. But why are you attracted to the culture coming from here?
Damian:Tokyo's culture has always resonated with " Dr. Martens ", as does London's Camden. Both are centers of street style, where fashion and individuality are expressed in the most unique, imaginative and innovative ways. Punk, Mods, Buffalo, Gothic, Harajuku, you name it, they take inspiration from everywhere and turn it into something completely different. This is what personal self-expression is all about. That is why I believe that Tokyo and London have been and will continue to be linked and I am very happy to support this project.
Dr. Martens has collaborated with a number of world-famous street brands in recent years, including those from the backstreets of the world. How do you select the brands?
Damian:We work with partners who have a connection to "Dr. Martens" - a style rooted in timeless design, a deep understanding of our brand, and our history. When we choose our partners, we are conscious of their willingness to create something that people will love and cherish, and whether or not they can actually do it. The great thing about such partnerships is that each one is unique, doing something different and pushing the boundaries of their field. . That is why we are able to collaborate with a wide range of partners, from cute characters like "Hello Kitty" to brands like Rick Owens that have their own unique worldview, and expand the possibilities.
I believe that Dr. Martens is able to create attractive collaborations because of the uniqueness of its shoes. The "Dr. Martens SHOWROOM TYO" will feature a full lineup of "MADE IN ENGLAND" shoes. What kind of attention is paid to these models?
Damian:All of our products are made in a unique way . We focus on "industrial production techniques" that differ from traditional footwear , or mass produced products, and this process makes our products more durable. A special part of our "MADE IN ENGLAND" products is the manufacturing location: we have been making them in our Wollaston factory since the first pair of "1460" ran off the production line on April 1, 1960. This factory is the heart of the brand with an unparalleled history.
What do you consider important when planning and designing shoes?
Damian:Most importantly, I am designing for "Dr. Martens" myself. I have never forgotten that I am designing for an iconic brand with 60 years of history and tradition. At every stage of the design process, I consider whether or not what I'm designing is in the spirit of "Dr. Martens," and whether or not it is functional and durable. . Another important point is whether the design is rooted in alternative culture.
MADE IN ENGLAND 1461 3-EYE SHOE ￥30,800
MADE IN ENGLAND 1460 8-EYE BOOT ￥36,300
. Lastly, what are your expectations for this concept store, and what do you want customers to feel?
Damian:Dr. Martens SHOWROOM TYO" is based on the concept of "a place for people of expression who create a new world," and will simultaneously transmit a variety of cultural content from the store and a special website. As a place where visitors can experience the evolution of "Dr. Martens" toward a new era, the store will present not only the brand itself, but also a new aspect of "Dr. Martens" along with culture, music, and content to be transmitted from Tokyo to the world, including the brand's flagship collection, " MADE IN ENGLAND", the brand's pinnacle collection, and the collection's shoes.
So, "Dr. Martens SHOWROOM TYO" has just opened. It will function as a base for fashion culture from Tokyo, with not only an attractive lineup of shoes, but also a gallery space for displaying artwork. A visit to the store may well generate new inspirations. We recommend that you visit first.
![FOCUS IT.] Dr. Martens held a special event at SHIBUYA109, where gorgeous guests gathered to celebrate the climax of the "MADE FOR SUMMER" summer sandal campaign.](https://www.houyhnhnm.jp/wp-content/uploads/2024/05/5.24-houyhnhnm35409-3-700x467.jpg)
