Despite massive global popularity, the British shoe brand has maintained its credibility among the cool kids through the generations.
on tour, she opted for platform Docs as her go-to onstage footwear, much like fellow women in rock Avril Lavigne and Willow Smith. Even the Internet’s most followed and fawned-over style stars like Dua Lipa, Addison Rae, Bella Hadid, and Kendall Jenner have at least one trusty pair of Docs in their arsenal for when they want to inject their look with some punky edge.
Though plenty of heritage labels are able to remain relevant through the years as younger generations of consumers discover their wares, Doc Martens’ consistent popularity in the zeitgeist is rare — especially as shoppers in the digital age have seemingly infinite options at their disposal, both new and vintage. What’s even rarer is that, despite the company’s massive success on a global scale, Docs have maintained their “cool” factor.
Thanks to the Internet, the communities and subcultures that Docs once primarily catered to are now just pop culture; gatekeeping is increasingly difficult in our interconnected world, and even the most niche artists and items can go viral in an instant. McKoy keeps this at top of mind, especially when it comes to staying relevant to those savvy consumers who value authenticity and discovery above all.
In addition, these collaborations with Docs offer fans of both brands a more accessibly priced piece for their collection than from the luxury label itself. “We don’t look at elitist collaborations; that’s not the point,” McKoy adds. “The point is that storytelling and making sure that we can amplify their story and they can amplifystory. And we can connect with their consumer because we think there’s a natural synergy and connectivity between both consumers.
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