British brand Dr Martens have released their SS13 campaign for #FIRSTANDFOREVER; throughout the history of the brand, it has been adopted by countless subcultures and tribes – from punks to mods, skins to stylers. This campaign continues on from AW12 with the connection to ‘tribe’.
‘Tribes are not just premised solely on style, but also by substance. A shared attitude, a spirit, an instinct. For many, their first pair of Dr. Martens is both a statement of self expression and a stamp of belonging. An individual style, connected by a united spirit. The S/S-13 campaign was shot by Gavin Watson and features the return of the inimitable Ash Stymest, and his motley crew of Adwoa Aboah, Todd Taylor and new-comer Susannah Ligouri. We follow the gang of friends in the build up to a night out together on the streets of Manchester and signals a return to Dr. Martens rebellious roots.’
The imagery is accompanied by a film piece, encapsulating the spirit of self-expression at the heart of the brand, The clip was directed by Fred & Nick from Pulse Films – known for their work on music videos for the likes of Laura Marling and Mumford & Sons , as well as documentaries and commercials.
The campaign is also brought to life on the brand’s social media spaces, where consumers are encouraged to share their style to win Dr. Martens footwear, by uploading their own person- al portraits – creating an immersive and very visual place to explore the collection and how Dr. Martens consumers bring it to life in the real world.