First & Forever

After celebrating 50 years in the business, iconic British boot maker Dr Martens are taking a trip down nostalgia lane. First and forever is the campaign that brings the new A/W collection by Dr Martens and searches the mind of the DM lovers and users for nostalgic memories in reassurance of the brand’s quintessential place in British fashion sub-culture. Their new concept for the First and Forever campaign plays on a sense of youthful nostalgia that marries fashion, music, romance and some beautiful imagery (a good example of a branded campaign where everything fits). It captures perfectly what Dr. Martens is about – youth subcultures and a little bit of rebelliousness – but it’s also gentle from the still shots of the campaign.

The campaign encourages people to also remember their special ‘firsts’, whether it was your first pair of Dr. Martens, first love or first anything. On an interactive map online, Dr. Martens will bring together these first’s from around the world, for you to enjoy and share (and you can win a pair of DM’s whilst you’re at it). So go on and share your first at www.firstandforever.drmartens.co.uk


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