Boot Firm Asks Wears ‘What Do You Stand For?’

British footwear brand Dr Martens has tapped thirteen real life boot wearers to feature in its latest campaign. The video series, which aims to showcase the firm’s AW14 collection, continues to focus on the individuality of Dr Martens’ customers by asking participants what they stand for. Shot by James Pearson Howes, who has captured numerous projects for the label, it features a wide range of characters including musicians, landladies, students and bloggers. The personalities each wear different styles from the brand, which continues to produce its products from a Northamptonshire factory, such as high and low shoes and boots. The Stand For Something tagline has been used by Dr Martens as far back as AW13. A statement from the brand said: “Throughout Dr Martens history, the brand has been adopted and subverted by countless rebellious characters, subcultures and tribes. Dr Martens wearers bring the shoes and boots to life, and should be recognised.” Founded in 1960, the label is known for its signature Airwair sole originally produced for the German army. Popular among subcultures, today it also sells clothing under the Dr Martens name. The AW14 collection is available to buy online and via select stockists such as Oi Polloi, Office and Schuh. Prices range between £70 — £300.

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Dr Martens AW14 Campaign