The Boot Room
Dr. Martens succeeds when it is adopted and championed by an influential core audience of countercultural leaders. The brand has enjoyed a long, successful history of being adopted by these leaders, but reliving the glory days of punk-rock tribalism were increasingly historical and outdated. In order to better resonate with a younger, more diverse, fluid and technologically-progressive version of youth rebellion, Dr. Martens needed to rethink its approach.
The Boot Room is a community space designed to collaborate directly with the leaders of today’s counterculture. Built within the Dr. Martens’ flagship in Camden, it produces unique and intimate experiences, videos and audio that engage a range of local and global communities. Across two years of operation, The Boot Room has brought the brand into a wide cross-section of new subcultures and fanbases that are centered around music, but crossing into art, fashion, design, journalism and more. The Boot Room has reimagined Dr. Martens vision of counterculture and directly influenced the brand’s recent commercial successes.
Kelsey Lu, Rejjie Snow, Warpaint, H09909, Miink, Greentea Peng, Manga Saint Hilare, Etta Bond, Oscar Jerome, Black Josh, IDLES, Reprezent Radio, Roundhouse Radio, Skin Deep, Nakhane, Higher Power, Alma, The Big Moon, Frank Carter, The Selecter, Jay Jay Revlon, Deaf Havana, Sports Team, Che Lingo, Culture Abuse, Pussy Liquor, House of Pharaohs, Tiffany Calver, Ambush, Dutch Uncles, Jah Wobble, PINS, Kid Kapichi, Mallory Knox, Glossii, Nelson Can, Oscar #Worldpeace, Pumarosa, Fredwave, Larry B, S4U, Otherkin, Counterfeit, The Pale White, Babyteeth, Magazine, Bez, Bakar, Oneman and Mykki Blanco.