![]() Martens boot was born – saw an unprecedented wave of change, new ideas, cultural upheaval and eventually social revolution. The boots were branded as ‘Airwair’ and came complete with a black and yellow heel loop featuring the brand name and the slogan “With Bouncing Soles” (based on Bill Grigg’s own handwriting), taking its name from the date of its inception, April 1st, 1960, the eight-holed 1460 Dr. Whilst scanning the pages of a shoe trade magazine, Bill’s eye was caught by the German’s advert for their innovative air-cushioned sole.Īn exclusive license was acquired and a few key changes made, including an altered heel, a bulbous but simple upper, a distinctive yellow welt stitch, a two tone grooved sole edge and a unique sole pattern. In 1959, they decided it was time to advertise their revolutionary footwear invention in overseas magazines.īack in England, the Griggs company was now being run by the third generation of the family, Bill, along with brothers Ray, Colin and son Max. By 1947, they began formal production and within a decade had a booming business, mostly selling to older women. ![]() The two went into partnership by using disused military supplies to begin producing their unique shoes. Using a salvaged cobbler’s last and needle, Maertens made a prototype shoe and showed it to an old university friend and mechanical engineer, Dr. While convalescing from a broken foot he created a unique air-cushioned sole (rather than the traditional hard leather sole) to aid his recovery. The story then switched to post-war Munich, 1945 and Dr. They were at the very heart of the English shoe industry and for six decades Griggs’ footwear earned a solid reputation as sturdy, durable work boots. Starting in 1901, the Griggs family were known for making boots in the small town of Wollaston, Northamptonshire in the English Midlands. So, how did this utilitarian boot transform into one of the most culturally relevant brands of the modern era? It is an interesting and unique story… ![]() Martens were originally a modest work-wear boot that was even sold as a gardening shoe at one stage. Martens’ simple silhouettes allows their wearers to adopt the boots and shoes as part of their own individual and very distinctive style, on a practical level, their famous durability and comfort make them ideal for the unforgiving world of gigs and street fashion, and then finally on an emotional level, they are a badge of attitude and empowerment. People who possess a proud sense of self-expression. Martens appeals to people who have their own individual style but share a united spirit – authentic characters who stand for something. It exposes the product to people in real life.Dr. For example, less soft leather boots were sold when our stores were shut, but when we reopened more were sold. Wilson explained that, while Dr Martens is working towards being a digital-first business, customers shop differently in-store compared with online: “People buy different items in-store than online. For example, we opened a store in Rome and it soon took over as our top performing city in Italy.”ĭr Martens has 147 stores worldwide, including 34 stores in the UK - seven of which are located in London. "When we open a store in a new city, within the next six months online sales increase within that city. "We are building to be a digital-first business, but our results show that people want to get back out to stores and try on a pair of shoes," Kenny Wilson, Dr Martens CEO, told Drapers. The footwear brand said locations and opening dates will not be revealed until next year. In its recent trading results, announced earlier today (9 December), Dr Martens announced that it will open ten new stores in the second half of 2022.
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