Yellow stitching, heel loops, and air-wear soles. Dr. Martens, whose iconic look has captivated many fans, also offers a wide selection of sandals in addition to boots. On May 25th (Sat.), Dr. Martens will hold its Summer Sandal Sale, which has been held for some time. A special event was held at SHIBUYA109 to mark the end of the summer sandal campaign that had been underway for some time.
We also interviewed the artist "ano," who served as the campaign character and was a surprise guest on the day of the event, about all things related to "Dr. Martens," and played back a video of the day's exciting events, including a guerrilla live performance by rapper Kid Frésino!
Photo_Yu
Edit_Naoya Tsuneshige
Summer sandal campaign titled "MADE FOR SUMMER.
Most people associate "Dr. Martens" with boots, but in fact, the brand has a long history of sandals as well, and many people continue to love them to this day. and enjoy summer days more freely.
The new lineup presented this time includes a variety of variations that will be useful in various summer situations, such as sandals with impactful designs with a universal and trendy feel, a durable PVC/EVE hybrid sole, and a thick-soled lightweight outsole.
To embody the brand message that "Dr. Martens" fuses heritage and innovation and freely expresses a wide variety of strengths, an event was held at "SHIBUYA109" with luxurious guests.
Details of this event were kept under wraps. The event was a bit of a surprise to the crowd, but it was the artist "ano", the campaign character, who made a dashing appearance wearing his new summer sandals, causing not only the event attendees but also pedestrians enjoying the holiday in Shibuya to turn their heads and look at "ano" on stage with enthusiasm.
I was honestly happy to be chosen as a campaign character. The response was great, and I even had family members say, 'Hey, you look like a great model,' and fans saw me and bought sandals.
I think I wore my first pair of "Dr. Martens" when I was in junior high school. They were very popular even back then, and they are still going strong today. Dr. Martens is a brand with such a cool image that always destroys the norms of the time. I am honored to be a part of this project once again.
She wore a pair of the new "PEARSON" shoes and talked about how she felt wearing them and how she matched them with her personal clothes.
It's actually very lightweight. And the white color is cool and good, isn't it? It will be very useful in the summer. And the straps make it easy to put them on and take them off. I can put them on and off in a flash when I'm in a hurry, or when I have to go shopping in the neighborhood for a while.
It would be really cute with just a T-shirt, or a white vintage dress for a more girly look. The atmosphere would also change with or without socks, so I have the impression that it could be fun in a variety of ways.
The other one, "NARTILLA," has a cute and distinctive strap! I like to wrap them around my ankles for a dressy look. Also, the thick soles make them taller, which is nice.
Now that the vague outline of Summer Sandals is becoming clearer with the specific episodes of "ano," I would like to ask you about "strength," which is one of the themes of this exhibition.
It's difficult, but... no matter how sick I get on social media, for some reason people always say, "You're a strong girl. That made me think that maybe exposing my own inadequacies is also strength.
It looks strong, but in fact it is weak. If I had kept it bottled up, I would not be where I am today. There is a pattern of letting out your weakness, exposing it, and letting it become a positive thing that makes you stronger.
Now is the festival season. We asked ano, who is scheduled to perform at various festivals, about how he spends his summer and what he would like to try this summer in line with the campaign theme, "MADE FOR SUMMER.
Last year was just a start for me in terms of music and festivals, so I hope to attract people with performances that are more grounded.
I can't say for sure, but I'm sure I'll have a change of heart. I can't say for sure, but I'm sure I'm changing my mind. I used to think that I wanted to sleep whenever I had a day off, but now that I think about it, there are so many places I've never been.
I wasn't interested in nature or anything like that, but it seemed like a good idea to try it. I thought I might find a new me. I want to do ordinary things in a more ordinary way. That's what I want to do this summer. I wonder if I can do it... (laughs)."
Participatory events and special collaborations that allow visitors to experience the brand's world view will also be held.
The summer sandals were lined up in a row at the venue, where visitors could not only hold the sandals in their hands and check their quality, but also enjoy a special photo booth where they could take pictures with the same world view as the campaign visual featuring "ano".
Just choose your favorite sandals and then sit on the set on the stage.
The photos were printed on the spot and given to visitors as souvenirs. As the theme of the event was "Free yourself and enjoy your summer life more freely," it was impressive to see the participants smiling and posing with bright anticipation for the summer season.
In addition, there will be an event in collaboration with "that" movie that is currently a hot topic at the venue.
To commemorate the release of "Dead Dead Demons Dedestruction," an animated film written by Inio Asano and starring Ano as one of the two lead actors, a collaboration sticker with "Dr. Martens" was distributed. These limited edition stickers were specially designed and drawn to show the main characters, Koude Koyama and Phuoran Nakagawa, wearing summer sandals.
If you were unable to make it to the venue, don't worry. Dr. Martens stores located in the screening area of the film are also distributing stickers to those who purchase the applicable sandals. The distribution will end as soon as they run out, so if you are interested, be sure to get yours soon!
The voltage of the venue was at its highest with a guerrilla live performance by a special guest!
It was just before 3:00 p.m. when the sun began to set. The event progressed without a hitch, and the venue began to settle down to a familiar rehearsal sound.
"No way...? "Oh, my God, he's...?"
The pleasant prelude of "rose" echoed through the area, cutting through the rumors and speculation and the hustle and bustle of the venue and Saturday night Shibuya.
Rapper KID FRESINO appeared to loud cheers and instantly took control of the venue with his powerful and skillful raps, spurring the audience to even higher levels of excitement.
By the time the second song, "No Sun," came on, the room was already packed. The audience cheered repeatedly in response to KID FRESINO, who moved around the stage in every direction.
As the guerrilla concert came to a close, with mellow numbers like "Rondo" and "that place is burning," the final song was "Retarded," the last song on the 2018 album "ài qíng," which was also released in 2018.
The phrase "Young boy cute girl Big city big dream Be fame be down" in the lyrics vaguely links to the young people passing by on the streets of Shibuya, and the way they closed the stage with this song, which could be considered sentimental, was a powerful message. It was a very powerful message.
Enjoy this summer in your own style.
Dr. Martens' summer sandals are off to a great start this season. The event, which literally embodied the concept of "unleashing your individuality and enjoying summer more freely in your daily life," was filled with excitement from start to finish, making us look forward to the summer months to come even more.
Just thinking about trying something new in the summer is exciting, isn't it? But in fact, the important things may be found in the ordinary things of everyday life, and to borrow a phrase from Ano, "Do ordinary things in a more ordinary way.
MADE FOR SUMMER. Dr. Martens' summer sandals made for summer will surely give you a boost.
