The last time the fashion world fancied
Dr. Martens grunge had seeped into the mainstream (thank you, Mr. Jacobs) and our economy was lagging. Today, things aren't much different. As colored jeans, cartoons and, of course, plaid flannel float to the surface, Docs are also re-emerging. In fact, it's almost as if the utilitarian footwear—created in 1945 by German Klaus Maertens as an alternative to the traditional army boot—sees a fashion renaissance any time there's talk of recession.
In fact, by the late '90s tech boom, Docs were on the sartorial back
burner, and in 2003 the company closed their flagship location in
London's Convent Garden. They also quit producing the shoe in the UK,
moving manufacturing—like many other gently-priced brands—to
Asia. (They still produce a limited-edition range in England, made to
the same specifications and standards as the boots were in 1960 when the
1460 first rolled off the production line.)
Now, as economic woes drag us down yet again, Docs are looking more
and more appropriate. Kimberly Barta, vice president of marketing for
Dr. Martens, says that this time around, the shoe won't belong to one
clan—such as the punks in the '70s or the grunge rockers of the
'90s. Fashion today, more than ever, is democratic. "Tribes are not
what they once were," says Barta. "There is no longer one or two or
three dominant 'cultures' driving purchasing. The brand today
belongs to many different groups."
Vive la différence.
—Jessica Arthur