doc martens notes Flashcards
materials and techniques - 1960 changes
in 1960, some key changes were made to the boot - such as changes in the heel, a bold but simple yellow stitch detail, two toned grooves sole edge and a unique sole pattern, however they are still traditionally manufactured
materials and techniques - primary material
made from 100% real leather, meaning the boots are long lasting and durable. this material ages well and is easy to clean, the sole remains strong while it moulds to the wearers foot
materials and techniques - sole
100% pvc air cushioned sole, making it oil, fat, petrol and alkali resistant - making it the ideal workboot. the boots rarely need replaced, resulting in loyal lifetimes buyers
function - workwear
the boots were originally produced as workwear boots, their air cushioned sole added more comfort as well as durability. they were originally worn by postmen, factory workers etc as they were on their feet for extended periods of time
function - fit
the boots lace up to the top (of the front of the boot), ensuring they are tight fitting. fit can be adjusted for every foot. the lacing provides ankle support.
function - versatility
while being practical and comfortable the boots are also versatile, they allow wearers to express creativity and individuality in their style. the boots are worn by celebrities in the punk and brit pop genres.
fitness for purpose - workers
they were designed for soldiers to begin with, then for policemen and postmen - known for their long lasting and comfortable sole
fitness for purpose - police uniform
the boots were part of police uniform in the 1970s, due to their pvc sole that is oil and petrol resistant - making them ideal to wear when dealing with road traffic accidents
fitness for purpose- one piece
one piece of moulded making boots more durable than other brands with more elaborate processes. when properly cared for doc martens can last a lifetime.
target market/techniques - workers
the boots were worn by postmen and factory workers. in the 60s more extravagant and exotic fashions became more popular. DMs were picked up by early multicultural styles, ska-loving skinheads and fans of the championed british working class style.
target market/techniques - pete townsend
pete townsend (of the Who) was the first high profile wearers, showing of his ‘working class pride’ and rebellious attitude. townsend and first generation skinheads altered the brands history - changing the functional workwear boot into a subcultural essential.
target market/techniques - grunge
in the 90s, grunge turned the mainstream music scene upside down and dr martens were worn by grunge and brit pop fans. nu metal and early emo styles also adopted dms as a staple. the boots are associated with festival culture.
visual impact - key details
easily recognisable due to key details, such as the airwair sole, yellow stitching and distinct label. the boots become personal to the wearer as they wear them for years.
visual impact - collaborations
the brand has collaborated with many designers and bands, resulting in many different patterns, colours and materials - such as harris tweed. these collabs can boost sales and awareness to new buyers.
visual impact - branding
branded as ‘airwair’ with yellow and black tag and slogan ‘with bouncing soles’ - handwritten by a manufacturer in 1959. this loop is still a part of design today.
