Following on from the brilliant #firstandforever campaign Dr Marten’s are now teaming up with the Dover St Market in London to create a bespoke service.Your Dr Marten will not just be your first (though hopefully not), yours forever but also will be yours and only yours. Starting out from either the classic 8 eye boot or the 3 eye shoe you’ll be able to create your own shoe which will then be crafted for you in their Northampton factory.
The bespoke service launched yesterday. You’ll need to book an appointment online but I would say it’s definitely worth the time and effort. After the Dover St Market pop-up (is anyone else getting a bit jaded of pop ups?…well that’s another story I guess), the brand are taking the concept on a bit of a global tour before setting up shop online. Dr Marten’s are really embracing the digital age and digital campaigns, and I’m guessing this is just part of the next step in them truly becoming your shoe of choice.
Ok so not every situation is DrM appropriate (though I know one or two people that would say otherwise), but in trying to find new ways to engage customers and genuinely interact I think Dr Martens are taking up the digital and social mantle in a very promising way.
In the meantime I know just need to figure out what leather I want (maybe ostrich?), what lining, trims, eyelets etc and book myself an appointment. My feet probably won’t forgive for having another pair to break in but I’m beyond caring!