Dr. Martens and TRASHYMUSE Venture into the Cyber Realm for FW21
Dr. Martens has been a brand of and for the people since its inception. Known for being a part of down and dirty workwear uniforms, but also on the feet of numerous rockstars and worn by punk and grunge subcultures, the durable and comfortable boots are a symbol of self-expression and rebellion against the status quo.
True to its role as a pioneer of progressive youth cultures and maintaining its boundary-pushing mentality, the British brand teamed up with TRASHYMUSE on the reimagined latest drops, the Audrick and Tarik. A virtual fashion community and hybrid brand specializing in digital clothing and lifestyle products, TRASHYMUSE gained notoriety after it hosted the world’s first AR and Avatar show at Paris Fashion Week last year, and has since been leveraging its digital know-how in a myriad of ways.
TRASHYMUSE tapped into the 3D realm to catapult the new styles into the metaverse. Infused with a cyber soundscape, we see the Audrick and Tarik enter the digital sphere with avatars specially designed for each shoe. With Dr. Martens keen to connect with the next generation of creators and trends, the digitally fuelled campaign highlights the utilitarian functionality of the collection and the re-engineered silhouettes to target a more street-inspired aesthetic.
Dr. Marten's existing stacked Quad sole platforms elevated past iconic silhouettes, and for the new Audrick boot, it went one step further. Stacked on a towering two-part platform sole, the Audrick carves an exaggerated, unmissable side profile with a hefty amount of attitude for everyday wearability. Constructed with supple Nappax Lux leather and with a PVC outsole and an EVA midsole, the Audrick collection is lightweight and recognizable with all the typical markings of Dr. Martens’ DNA - from the signature yellow stitching to the black heel loops.
The new Tarik on the other hand takes six decades of utilitarian heritage and reworks it for contemporary wear for FW21. Built on a rugged outsole, the Tarik comes with the trademark Dr. Martens SoftWair insole and features paneled uppers and hiker-inspired laces. Available in two leather and nylon options, the Tarik embodies everything about the Dr. Martens ethos whilst remaining casual enough for everyday wear.
With the brand always looking for refreshing ways to disrupt the ordinary and make an impact, the Audrick and Tarik are a step in that exact direction. Shop the Audrick collection here, and the Tarik collection here.
