Pete Townsend of The Who and Joe Strummer of The Clash, who represented the counterculture of the 60's, wore them on stage when they were performing live, where they exposed the closed-mindedness of the time and their rebelliousness against the establishment.Dr. MartensThe style is well known. It is a well-known story that young people who admired this style imitated the boot style, and it became a part of their culture.
Dr. Martens' new campaign, "TOUGH AS YOU," is more than just a catchphrase for the season; it is an expression of the brand's history, spirit, and public image, as well as an important belief for the brand. . You can learn more about it in the following feature article that we published previously.
The rebellious and indomitable spirit from Dr. Martens.
The "TOUGH AS YOU" global campaign has been launched with an extraordinary level of enthusiasm, and will be broadcast on the radio station "InterFM897" from September 6 in Japan.Dr. Martens radio programwas broadcast, and the culminating real event was a live music concert, "DR.MARTENS presents STYLE of TOKYO LIVE 2019was held last week on Monday, November 25 at Ebisu LIQUIDROOM. Here is a brief report on the event.
. To live tough, flexible and sometimes rebellious like a boot. Survive Said The Prophet and 04 Limited Sazabys were chosen to express this message. The powerful audience, especially those in their teens and early twenties, filled LIQUIDROOM, giving the audience a sense of the "power of the next generation," even though the live performance had not yet begun.
The first group recently returned from a tour of UA and UK.Survive Said The Prophet(also known as Sabapro). They are a five-piece rock band that is leading the next music scene from the loud rock genre based on post-hardcore.
The anticipation of the audience, which had been waiting "impatiently" for the band members to enter the stage, suddenly turned into a feverish excitement, as if they were testing the "tough" side of the audience. The audience was then whipped into a frenzy by the up-tempo songs that started at the very beginning of the show, as if they were testing the audience's "tough" side.
The band's performance was brawny, which would make stadium rock sound in the near future, and the screams were interspersed with small, easy steps. The impulsive performance of the foundation was accompanied by melodic singing, and the audience waved their hands in time to the melody, bringing the venue together, one moment, and the next, surfing and moshing ensued in rapid succession. This was, in a way, the best spectacle of the loud hard rock live show that their recent predecessors have built, and at the same time, they proved that they are "the real deal" too.
Our rock 'n' roll path. I am grateful to 'Dr. Martens,' our hero, for creating the foundation for our rock music. If we don't do something based on this foundation, we will end up as a fad.
As Yosh said, it was a special uplifting experience to witness a "real" live performance, not just a superficial one. What was impressive was that the people wearing 04 Limited Sazabys T-shirts, who appeared next on stage, also knew the songs of Sabapro, and were humming and grooving along with them to the beat of the songs. There was a sense of unity, as if they were enjoying music as a scene or genre, not just a specific band. At the end of the show, the band left the stage with a very punky performance, throwing the boots they were wearing at the audience.
After a short break, he took the stage.04 Limited Sazabys(a.k.a. Forimi). They are a popular 4-piece rock band that stands on the main stage when they appear at each music rock festival and even organizes their own festivals.
The audience was drawn to the band members' every move from the first song, as if they were witnessing the arrival of the "real hit". The rhythmic delivery of emo-punk rock overlapping with the high tone voice of GEN, the quintessence of FORIMI, excited the fans.
. "It feels like it's been a while since I've been in Tokyo. Are you ready to ruin your week starting Monday? GEN's voice at the beginning of the show got the audience's energy at its highest already. The audience was involved from the beginning to the end of the song, which proves to be a class act, inducing surfing and singalongs from the audience.
DR.MARTENS presents STYLE of TOKYO LIVE 2019" came to an end with a feverish excitement after the performance of two encore songs.
Looking back, I realize how important it was for Dr. Martens, which played a role in the development of punk and rock culture, to preside over a live music concert.
The message of "TOUGH AS YOU" is not only "don't get caught up in the long haul, be tough" but also "don't just wear shoes" by performing live in the real world. We are not just a shoe brand, but we have influenced the music culture. I am sure that the young people who came to the show were able to understand the message of "TOUGH AS YOU" as well as the intention to "not just a shoe brand, but one that has influenced music culture and is about to do so in the future.
Next year, 2020, will mark the 60th anniversary of the birth of "Dr. Martens. It is likely that there will be many more exciting events in store for us.
![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)
