Doc Martens are just over 50 years old now are arguably a far cry from their namesake's original intention, a comfortable working class boot. These boots (and now even shoes) have moved from subcultural group to group through the decades to help define and even portray images of rebellious individuality. While they have been worn by many groups of a certain identity, it seems today that the trends have taken a hold of these boots as vintage recycling, but without the same cultural connotation they used to carry. Worn by punks and skin heads alike, these once affordable working class boots are now an expensive trendy boot for 'hipsters' across the country to accessorize with. It seems now that Doc Martens no longer solidify the rebellious connotations, but rather create a facade of a cultural subgroup for a seemingly culture-less movement today.
The company's marketing strategies enhance this as they try to reflect a certain credo that Doc Wearers have had in the past. However, their campaign #standforsomething is a bit ironic as it's asking, or maybe even telling this new generation of Doc owners to 'Stand for Something'.
I'll further explore the history and cultural functioning that Doc Martens have held in the past as well as their functioning today. I'll also look at how the marketing today tries to play off past perceptions and social activism to sell not just their shoes, but brand of living as well.
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